期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：19
语种：English
出版社：Journal of Theoretical and Applied
摘要：Indonesia is a country with many talented sports individuals and professional athletes who can be competitive both at the national and international levels. However, skills and talents in sports alone may not be sufficient to ensure athletes� career development and the lifespan of their career in the long run, due to the high risk of athletes being injured and unpredictable career period of athletes. Personal branding is something that should be considered for athletes as an element that will help athletes in achieving their present and future success, even after retirement. In this digital era, personal branding can be easily done online through social media platforms. Daniel Timothy Wenas is Indonesian Professional Athlete who are the importance of personal branding in social media � making him a professional basketball athlete with the highest numbers of followers on social media and has done many collaborations with numerous popular brands. This research was done by semi-structured interview sessions with several respondents: Daniel Timothy Wenas, Daniel�s manager, CEO of the brand who made Daniel as the brand ambassador, sports branding practitioner, and also Daniel Wenas follower on Instagram. This research doing validation triangulation method. The research results shown that before starting his personal branding, Daniel first learnt to identify his strengths and weaknesses, and then established a strategy of showcasing a message that an athlete can obtain many achievements and has a healthy lifestyle, while at the same time being good in cooperating and actively interacting with fans, partners, and the community.
