An Analysis of Lucinta Luna’s Personal Branding as the Queen of Eternity Through Digital Storytelling

This study analyzes Lucinta Luna’s personal branding strategy as the “Queen of Eternity” through a digital storytelling approach on social media, focusing on Instagram and TikTok. Using a qualitative method based on content observation, this study applies Joe Lambert’s Digital Storytelling theory—with its seven elements—and Shepherd’s Personal Branding theory to examine five aspects of branding: self as brand, mediated identity, audience perception, symbolic value, and performance. The analysis shows that Lucinta Luna consistently builds her image as a glamorous, confident, and relevant figure through dramatic visuals, creative narratives, unique captions, and the use of music that supports her branding messages. The nickname “Queen of Eternity” is not merely a label, but a symbol of transformation, courage, and a communication strategy reinforced by audience interaction within her digital content. These findings confirm that the consistent integration of storytelling and branding establishes the “Queen of Eternity” identity as a powerful narrative that solidifies Lucinta Luna’s position in the digital entertainment industry.