Paradigm Shift: Addressing Digital Identity Crises through Social Media Marketing for Economic Sustainability


Authors

(1) * Yusril Ihza Saputra   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(2)  Moh. Holidi   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(3)  Muthi'ah Rahman   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(4)  Unzilah Khumairotusshiyamah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(5)  Rifka Jannatul Firdausiyah   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(6)  Badrul Mudarris   (Universitas Nurul Jadid, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


Digital transformation has intensified organizational challenges in maintaining a sustainable digital identity while strengthening economic resilience through effective stakeholder communication. This study aims to examine how social media marketing addresses digital identity crises and supports economic sustainability. A qualitative case study was employed involving fifteen informants, including institutional leaders, social media administrators, teachers, students, and alums. Data were collected through semi-structured interviews, non-participant observations, and document analysis, followed by data condensation, reduction, display, verification, and triangulation. The findings indicate that consistent stakeholder engagement strengthens institutional trust, systematic digital identity management improves organizational recognition, and strategic digital marketing enhances sustainable competitiveness through integrated communication practices. The novelty lies in integrating digital identity, stakeholder engagement, and economic sustainability into a unified qualitative framework. These findings provide practical guidance for organizations in developing sustainable digital communication strategies.



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