Peran Media Sosial dalam Membangun Citra Merek Pembentuk Identitas Sosial dan Kultural pada Masyarakat (Studi di kalangan Social Media Specialist pada Digital Agency Malang)

In today's digital era, social media has become a crucial tool for brands to build and manage their public image. This study explores the role of social media in shaping brand image as well as social and cultural identities, focusing on the practices of Social Media Specialists at the Digital Agency Malang. Using a qualitative approach, the research involved in-depth interviews and content analysis of social media posts, analyzed through the theories of Symbolic Interactionism and Social Constructionism. Findings indicate that social media significantly influences social perceptions and cultural values, affecting societal norms and behaviors. Brands that integrate social and cultural values relevant to their audience successfully enhance engagement and loyalty. This research emphasizes the importance of understanding the dynamics of social interaction in social media strategies for long-term brand success. The implications of this study are relevant for the development of inclusive and adaptive content strategies that respond to the evolving expectations of society, strengthening the sociological understanding of identity and community within the digital realm.