{"id":"https://openalex.org/W7203661693","doi":"https://doi.org/10.55942/pssj.v6i8.2151","title":"Visual branding and institutional identity on TikTok: A quantitative content analysis of Politeknik Indonusa Surakarta","display_name":"Visual branding and institutional identity on TikTok: A quantitative content analysis of Politeknik Indonusa Surakarta","publication_year":2026,"publication_date":"2026-08-18","ids":{"openalex":"https://openalex.org/W7203661693","doi":"https://doi.org/10.55942/pssj.v6i8.2151"},"language":"en","primary_location":{"id":"doi:10.55942/pssj.v6i8.2151","doi":"https://doi.org/10.55942/pssj.v6i8.2151","is_oa":true,"landing_page_url":"https://doi.org/10.55942/pssj.v6i8.2151","pdf_url":"https://journal.privietlab.org/index.php/PSSJ/article/download/2151/1131","source":{"id":"https://openalex.org/S4387283793","display_name":"Priviet Social Sciences Journal","issn_l":"2798-6314","issn":["2798-6314","2798-866X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Priviet Social Sciences Journal","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://journal.privietlab.org/index.php/PSSJ/article/download/2151/1131","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5014191852","display_name":"Markus Utomo Sukendar","orcid":"https://orcid.org/0000-0002-4653-947X","observed_orcids":["https://orcid.org/0000-0002-4653-947X"]},"institutions":[{"id":"https://openalex.org/I4405273531","display_name":"Politeknik Indonusa Surakarta","ror":"https://ror.org/00046gq65","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405273531"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Markus Utomo Sukendar","raw_affiliation_strings":["Politeknik Indonusa Surakarta"],"raw_orcid":"https://orcid.org/0000-0002-4653-947X","affiliations":[{"raw_affiliation_string":"Politeknik Indonusa Surakarta","institution_ids":["https://openalex.org/I4405273531"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075271054","display_name":"Agustyarum Pradiska Budi","orcid":"https://orcid.org/0009-0000-7538-1969","observed_orcids":["https://orcid.org/0009-0000-7538-1969"]},"institutions":[{"id":"https://openalex.org/I4405273531","display_name":"Politeknik Indonusa Surakarta","ror":"https://ror.org/00046gq65","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405273531"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Agustyarum Pradiska Budi","raw_affiliation_strings":["Politeknik Indonusa Surakarta"],"raw_orcid":"https://orcid.org/0009-0000-7538-1969","affiliations":[{"raw_affiliation_string":"Politeknik Indonusa Surakarta","institution_ids":["https://openalex.org/I4405273531"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405273531"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"6","issue":"8","first_page":"446","last_page":"467"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9140999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9140999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.018699999898672104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.017100000753998756,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/visual-branding","display_name":"visual branding","score":0.9670000076293945},{"id":"https://openalex.org/keywords/institutional-identity","display_name":"institutional identity","score":0.8980000019073486},{"id":"https://openalex.org/keywords/tiktok","display_name":"TikTok","score":0.9729999899864197},{"id":"https://openalex.org/keywords/higher-education-institutions","display_name":"higher education institutions","score":0.8090000152587891},{"id":"https://openalex.org/keywords/higher-vocational-education","display_name":"higher vocational education","score":0.7609999775886536},{"id":"https://openalex.org/keywords/short-form-video","display_name":"short-form video","score":0.7440000176429749},{"id":"https://openalex.org/keywords/digital-branding","display_name":"digital branding","score":0.671999990940094},{"id":"https://openalex.org/keywords/visual-communication","display_name":"visual communication","score":0.6779999732971191},{"id":"https://openalex.org/keywords/student-representation","display_name":"student representation","score":0.5239999890327454},{"id":"https://openalex.org/keywords/institutional-communication-strategy","display_name":"institutional communication strategy","score":0.41100001335144043}],"concepts":[{"id":"https://openalex.org/C2778355321","wikidata":"https://www.wikidata.org/wiki/Q17079427","display_name":"Identity (music)","level":2,"score":0.5637000203132629},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.5365999937057495},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.47110000252723694},{"id":"https://openalex.org/C105842133","wikidata":"https://www.wikidata.org/wiki/Q1899679","display_name":"Visual communication","level":2,"score":0.4564000070095062},{"id":"https://openalex.org/C179518139","wikidata":"https://www.wikidata.org/wiki/Q5140297","display_name":"Coding (social sciences)","level":2,"score":0.4433000087738037},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.44119998812675476},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.37139999866485596},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3465999960899353},{"id":"https://openalex.org/C168820333","wikidata":"https://www.wikidata.org/wiki/Q448889","display_name":"Visual inspection","level":2,"score":0.3440000116825104},{"id":"https://openalex.org/C178253425","wikidata":"https://www.wikidata.org/wiki/Q162668","display_name":"Visual perception","level":3,"score":0.34310001134872437},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3409000039100647},{"id":"https://openalex.org/C2777382934","wikidata":"https://www.wikidata.org/wiki/Q609781","display_name":"Corporate identity","level":2,"score":0.3391999900341034},{"id":"https://openalex.org/C63075964","wikidata":"https://www.wikidata.org/wiki/Q3277307","display_name":"Visual rhetoric","level":3,"score":0.33410000801086426},{"id":"https://openalex.org/C166052673","wikidata":"https://www.wikidata.org/wiki/Q83021","display_name":"Empirical evidence","level":2,"score":0.3197999894618988},{"id":"https://openalex.org/C2780878386","wikidata":"https://www.wikidata.org/wiki/Q1659648","display_name":"Visual language","level":2,"score":0.3167000114917755},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.29600000381469727},{"id":"https://openalex.org/C43214815","wikidata":"https://www.wikidata.org/wiki/Q7310987","display_name":"Reliability (semiconductor)","level":3,"score":0.2802000045776367},{"id":"https://openalex.org/C41022531","wikidata":"https://www.wikidata.org/wiki/Q333657","display_name":"Communication design","level":2,"score":0.2678000032901764},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.26089999079704285},{"id":"https://openalex.org/C2778724333","wikidata":"https://www.wikidata.org/wiki/Q14401","display_name":"Kappa","level":2,"score":0.2565000057220459},{"id":"https://openalex.org/C148417208","wikidata":"https://www.wikidata.org/wiki/Q4825882","display_name":"Authentication (law)","level":2,"score":0.2531999945640564},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.25119999051094055}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.55942/pssj.v6i8.2151","doi":"https://doi.org/10.55942/pssj.v6i8.2151","is_oa":true,"landing_page_url":"https://doi.org/10.55942/pssj.v6i8.2151","pdf_url":"https://journal.privietlab.org/index.php/PSSJ/article/download/2151/1131","source":{"id":"https://openalex.org/S4387283793","display_name":"Priviet Social Sciences Journal","issn_l":"2798-6314","issn":["2798-6314","2798-866X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Priviet Social Sciences Journal","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.55942/pssj.v6i8.2151","doi":"https://doi.org/10.55942/pssj.v6i8.2151","is_oa":true,"landing_page_url":"https://doi.org/10.55942/pssj.v6i8.2151","pdf_url":"https://journal.privietlab.org/index.php/PSSJ/article/download/2151/1131","source":{"id":"https://openalex.org/S4387283793","display_name":"Priviet Social Sciences Journal","issn_l":"2798-6314","issn":["2798-6314","2798-866X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Priviet Social Sciences Journal","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/4","score":0.75,"display_name":"Quality education"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7203661693.pdf","grobid_xml":"https://content.openalex.org/works/W7203661693.grobid-xml"},"referenced_works_count":15,"referenced_works":["https://openalex.org/W1873993304","https://openalex.org/W2053154970","https://openalex.org/W2084007623","https://openalex.org/W2164777277","https://openalex.org/W3159858903","https://openalex.org/W4255528274","https://openalex.org/W4282569708","https://openalex.org/W4300970006","https://openalex.org/W4312591973","https://openalex.org/W4402617541","https://openalex.org/W4403042068","https://openalex.org/W4406817862","https://openalex.org/W4412187727","https://openalex.org/W7125827227","https://openalex.org/W7132817952"],"related_works":["https://openalex.org/W7128202106","https://openalex.org/W7220620448","https://openalex.org/W7219276912","https://openalex.org/W7214521621","https://openalex.org/W7128783017","https://openalex.org/W7118094321","https://openalex.org/W7064441508","https://openalex.org/W7130818527","https://openalex.org/W7129039548","https://openalex.org/W7169137281"],"abstract_inverted_index":{"The":[0,140,199],"increasing":[1],"use":[2,152],"of":[3,14,45,65,153,169,181,195],"TikTok":[4,63],"as":[5],"a":[6,143,179,202],"strategic":[7],"communication":[8],"platform":[9],"has":[10],"transformed":[11],"the":[12,43,49,61,134,150,166,182,189],"branding":[13,47,146,209,218],"higher":[15,37,221],"education":[16,222],"institutions.":[17,223],"However,":[18],"empirical":[19],"evidence":[20,213],"on":[21,216],"how":[22],"institutional":[23,54,171,207],"visual":[24,46,55,158,172,196,208],"identity":[25,56,173,197],"is":[26],"systematically":[27],"represented":[28],"through":[29,111],"short-form":[30],"video":[31],"content":[32,64,191],"remains":[33],"limited,":[34],"particularly":[35],"in":[36,177,220],"vocational":[38],"education.":[39],"This":[40],"study":[41,200],"examined":[42],"characteristics":[44],"and":[48,105,128,162,210],"extent":[50],"to":[51,77,87,214],"which":[52],"core":[53,170],"elements":[57,174],"were":[58],"integrated":[59],"into":[60],"official":[62],"Politeknik":[66],"Indonusa":[67],"Surakarta.":[68],"A":[69,91],"Quantitative":[70],"Content":[71],"Analysis":[72],"(QCA)":[73],"approach":[74],"was":[75,109,120,175],"employed":[76],"analyze":[78],"all":[79],"50":[80],"promotional":[81],"videos":[82,183],"published":[83],"between":[84],"January":[85],"1":[86],"July":[88],"10,":[89],"2026.":[90],"structured":[92],"coding":[93,113],"instrument":[94],"comprising":[95],"four":[96],"dimensions,":[97],"Institutional":[98],"Visual":[99,101,137],"Identity,":[100],"Communication,":[102],"Communication":[103],"Strategy,":[104],"Brand":[106],"Value":[107],"Representation,":[108],"applied":[110],"manual":[112],"by":[114,149],"two":[115],"independent":[116],"coders.":[117],"Intercoder":[118],"reliability":[119],"assessed":[121],"using":[122],"Cohen's":[123,131],"Kappa":[124,132],"for":[125,133,205],"nominal":[126],"variables":[127],"linear":[129],"weighted":[130],"ordinal":[135],"Overall":[136],"Identity":[138],"variable.":[139],"findings":[141,186],"reveal":[142],"recurring":[144],"digital":[145,217],"pattern":[147],"characterized":[148],"frequent":[151],"branded":[154],"hashtags,":[155],"professionalism,":[156],"dynamic":[157],"communication,":[159],"informative":[160],"captions,":[161],"student-centered":[163],"representation.":[164],"Nevertheless,":[165],"complete":[167],"integration":[168],"observed":[176],"only":[178],"minority":[180],"analyzed.":[184],"These":[185],"indicate":[187],"that":[188],"analyzed":[190],"exhibits":[192],"varying":[193],"levels":[194],"integration.":[198],"provides":[201],"multidimensional":[203],"framework":[204],"describing":[206],"contributes":[211],"contextual":[212],"research":[215],"practices":[219]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-08-19T00:00:00"}