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Journal articles on the topic 'Micro-influencer'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

Girsang, Chyntia Novy. "Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital." Ultimacomm: Jurnal Ilmu Komunikasi 12, no. 2 (2020): 206–25. http://dx.doi.org/10.31937/ultimacomm.v12i2.1299.

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Kehadiran para influencer di media sosial dianggap memiliki pengaruh yang kuat bagi masyarakat, sehingga banyak perusahaan atau organisasi yang telah mendorong pemanfaatan influencer khususnya, micro influencer, karena mereka mampu menyediakan akses dan bahkan mempengaruhi pemangku kepentingan yang sulit dijangkau seperti kelompok dengan minat khusus. Di samping itu, para influencer juga dianggap dapat memediasi pesan dan menyebarluaskannya dengan cepat, berpotensi viral dan mempengaruhi tidak hanya komunitas, melainkan juga banyak orang. Melalui paradigma konstruktivis, menggunakan metode kua

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Nataya Ilmi and Indri Rachmawati. "Dramaturgi Influencer: Studi Panggung Belakang Micro Influencer Bandung." Bandung Conference Series: Public Relations 4, no. 2 (2024): 509–17. http://dx.doi.org/10.29313/bcspr.v4i2.13074.

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Abstract. Known as a metropolitan city with lot of places and activites that can be explored, Bandung has bring out many influencers on social media. Large number of influencers on social media have created rivality between them, especially nowadays influencer considered as promising profession. Micro lifestyle influencer is an influencer who has quite high trust and closeness that shows daily life. As influencer, self presentation is one of the most important thing to show and build desired self image, maintain their self existence, also face the rivality between another influencers. By Insta

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Yanti, Putu Dea Anggita, and Muhamad Sulhan. "Tiktok Micro Influencer as a New Communication Marketing Tactic in Building Brand Equity." International Journal of Social Science and Business 7, no. 4 (2023): 1004–11. http://dx.doi.org/10.23887/ijssb.v7i4.60384.

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Marketing influencer is a recent phenomenon occurs due to the marketing era 4.0. This study aimed at elaborating Tiktok micro influencer as a communication tactic in marketing field to build brand equity at WYAH Art & Creative Space Ubud. Qualitative method was used as a research design particularly by adapting case study model. The subjects were one Tiktok micro influencer, 2 visitors, and 2 marketing staffs of WYAH Art & Creative Space Ubud. The data were collected by conducting observation, interview, and document analysis through the use of observation sheet and interview guide. Th

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Destyana, Nadhira Pratiwi, and Gancar Candra Premananto. "Pengaruh Influencer Type dan Disclosure of Sponsorship pada Konten Bersponsor di Instagram." PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia 4, no. 2 (2021): 75–89. http://dx.doi.org/10.21632/perwira.4.2.75-89.

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opulernya penggunaan pemasaran influencer menjadikan influencer media sosial dan keefektifannya ketika melakukan endorse produk penting untuk dipertimbangkan oleh pemasar. Terlebih di beberapa negara peraturan kebijakan baru-baru ini mewajibkan influencer media sosial untuk mengungkapkan konten bersponsor saat menggunakan bentuk nativeadvertising. Penelitian ini menguji pengaruh influencertype (micro- vs. macro-influencer) dan disclosureof sponsorship (disclosure vs. non-disclosure) pada unggahan bersponsor mereka di media sosial Instagram terhadap product attractiveness dan purchaseintention

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Ilman Bani Muzaki and Egidya Wyanda. "Optimalisasi User Generated Content dan Micro Influencer Untuk Meningkatkan Brand Awareness Pada Sate Maranggi Mang Yana." Jurnal Ekonomi Manajemen Sistem Informasi 6, no. 4 (2025): 2679–88. https://doi.org/10.38035/jemsi.v6i4.4607.

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Perkembangan digital marketing semakin mendorong pemanfaatan User Generated Content (UGC) dan micro influencer sebagai strategi efektif dalam meningkatkan brand awareness suatu produk. Penelitian ini bertujuan untuk menganalisis optimalisasi penggunaan UGC dan peran micro-influencer dalam meningkatkan brand awareness Sate Maranggi Mang Yana di media sosial. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, serta analisis konten media sosial. Hasil penelitian menunjukkan bahwa UGC yang autentik dan interaktif mamp

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Ghazali Nugraha Pratama and Diajeng Herika Hermanu. "Karakteristik Micro Influencer Tiktok Terhadap Kebutuhan Informasi Followers Gen Z." Bandung Conference Series: Journalism 3, no. 3 (2023): 279–83. http://dx.doi.org/10.29313/bcsj.v3i3.9637.

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Abstract. Rapid advances in technology enable all industries to follow the development of technology. One of the changes towards something more digital and more focused on the Internet of Things is a way to obtain information and to communicate through the use of social media.This research is quantitative research that seeks to determine the impact of micro-influencer characteristics on the information needs of Gen Zs. In this research, the theory used is Uses and Gratification. The population in this research is gen Z who were born between 1995 and 2010 and who have accounts on TikTok social

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Pratama Gracia Adi, Agustinus Krishna, and Annisa Rahmani Qastharin. "Influence of Beauty Micro-Influencer Towards Indonesian Purchase Intention of Skincare Products." Mandalika Journal of Business and Management Studies 2, no. 2 (2024): 209–27. https://doi.org/10.59613/mjbms.v3i1.137.

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The Indonesian skincare industry has seen robust growth, with revenue reaching $2.06 billion in 2023 and projected to continue rising. This surge is accompanied by increased market competition, marked by a significant influx of new brands. Consumers face challenges in brand selection, often influenced by social media beauty influencers. This thesis explores the role of micro-influencers in shaping consumer purchase intentions, focusing on their credibility and its impact on brand attitude and purchase behavior. This study the concerning the effectiveness of micro-influencers and sets forth res

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Yan, Wei. "The Impact of Influencer Mix Strategies on Engagement Rates: A Difference-in-Differences Analysis of Instagram Marketing Campaigns." Advances in Economics, Management and Political Sciences 186, no. 1 (2025): 153–59. https://doi.org/10.54254/2754-1169/2025.bl23688.

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The rise of social media has positioned influencer marketing as a cornerstone of contemporary brand strategies, yet the comparative effectiveness of micro-influencers (10,00099,999 followers) versus macro-influencers (100,000 followers) remains inadequately debated. This study extends the discourse by introducing a novel "mix strategy"where brands collaborate with both micro- and macro-influencers and evaluates its impact on engagement rates compared to single-influencer approaches. Leveraging simulated data from the "2022 Social Media Influencers" dataset on Kaggle, this research applies a Di

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Audrey Jessie Widyadhana. "Analisis Pengaruh Makro Influencer Dan Mikro Influencer Dalam Kol (Key Opinion Leader) Marketing Terhadap Brand Awareness Skintific." Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen 2, no. 4 (2023): 62–75. http://dx.doi.org/10.30640/inisiatif.v2i4.1412.

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Brand awareness is a crucial factor in marketing strategies that influences brand recognition and perception among consumers. This study aims to analyze the impact of macro influencer, Abel Cantika, and micro influencer, Skin Oppa, in Key Opinion Leader (KOL) marketing strategies on brand awareness for the brand Skintific. The research adopts a quantitative approach, employing survey methods and collecting data through questionnaires distributed to social media users. The collected data is analyzed using regression analysis to examine the influence of independent variables (macro influencer an

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Tirta, Mandira Hudhi, and Armelia Windasari Nila. "The Effect of Micro and Macro Brand Ambassador Related To Soft and Hard Selling Language on Purchase Decision of Piero Shoes in Jakarta, Indonesia." International Journal of Current Science Research and Review 06, no. 12 (2023): 8083–114. https://doi.org/10.47191/ijcsrr/V6-i12-63.

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Abstract : The local shoe industry in Indonesia is growing, one of the local shoe brands that is well known is PIERO, which has been established since 1999 Having experienced its peak in the early 2000s, many efforts are being made by Piero to maintain its existence. The development of the digital world, especially the social media sector which eventually became social commerce, made Piero think about whether they should choose brand ambassadors and calculate the budget to collaborate with the right brand ambassador. Moreover, there are two kinds of digital brand ambassadors: micro and macro i

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Sesar, Vesna, Ivana Martinčević, and Monika Boguszewicz-Kreft. "Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention." Journal of Risk and Financial Management 15, no. 7 (2022): 276. http://dx.doi.org/10.3390/jrfm15070276.

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Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-inf

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Carolina, Christine Vonny, and Wulan Purnama Sari. "Optimalisasi Brand Exposure Kopi Lokal melalui Micro Influencer: Studi Kasus Kopimin." Prologia 8, no. 2 (2024): 429–37. http://dx.doi.org/10.24912/pr.v8i2.27655.

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Coffee is one of Indonesia's plantation products that is in demand by local and foreign people. This is a fairly big business opportunity for people who want to operate in the copy sector, one of which is Kopimin. In its development as a local coffee, Kopimin needs more effort to show the existence of its brand to the public. In this case, Kopimin uses micro influencers to develop brand exposure for Kopimin local coffee. The aim of this research is to find out and explain the use of micro influencers carried out by Kopimin in developing brand exposure for local coffee. In this research, the au

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Okonkwo, Ifeanyi, and Emmanuel Namkoisse. "The Role of Influencer Marketing in Building Authentic Brand Relationships Online." Journal of Digital Marketing and Communication 3, no. 2 (2023): 81–90. http://dx.doi.org/10.53623/jdmc.v3i2.350.

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Influencer marketing is a dynamic digital strategy that leverages social media influencers to promote products or brands to a targeted audience. It has evolved with the rise of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build substantial followings. Brands now collaborate with influencers to connect authentically with their demographics. Over time, influencer marketing has progressed from endorsements to include sponsored content, product placements, and influencer-generated material, emphasizing authenticity and trust in influencer selection. The objective

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Anisa, Nabila, and Triana Rahajeng Hadiprawoto. "MICRO VS. MEGA INFLUENCERS: WHOSE ENDORSEMENTS AND PROMOTED BRANDS TRULY SPARK PURCHASE INTENTION IN INDONESIA?" JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). 12, no. 2 (2025): 537–65. https://doi.org/10.35794/jmbi.v12i2.61676.

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This research aims to comprehensively compare the endorsement effectiveness between micro-influencers and mega-influencers using the investment model, commitment, and social media engagement, which result from influencer playfulness and the content expertise of influencers, on consumer’s purchase intentions for products or services promoted by these SMIs. The study also intends to explore differences in commitment towards SMIs and the brand being promoted. The unit of analysis in this research comprises consumers in Indonesia who have Instagram accounts and are actively following their favorit

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Pornsrimate, Kanyawee, and Anon Khamwon. "How to convert Millennial consumers to brand evangelists through social media micro-influencers." Innovative Marketing 17, no. 2 (2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.

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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural

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Hartanto, Susi. "INFLUENCER SEBAGAI ALAT PEMASARAN PRODUK FESYEN." Jurnal Da Moda 2, no. 1 (2020): 23–29. http://dx.doi.org/10.35886/damoda.v2i1.112.

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This articles applies descriptive analysis method from internal Zalora Indonesia data, literature studies, and studies on influencers and brands. Case studies in this article are collaboration between Zalora and well-established brands (local and international) which are more solid in terms of capital. Influencer selection for both regular endorsement and trip package are categorized based on influencer’s character (personality) as well as their number of followers. Multiple characters are chosen for brands to reach the right audience. Influencer type per campaign are divided equally from mega

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Silalahi, Ayuphita Tiara. "Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion." Humaniora 12, no. 1 (2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.

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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage a

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Rungruangjit, Warinrampai, and Kitti Charoenpornpanichkul. "Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry." Sustainability 14, no. 23 (2022): 15770. http://dx.doi.org/10.3390/su142315770.

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Micro-influencers have become powerful sources of information for consumers in the digital age. Marketers have strategically collaborated with micro-influencers as brand endorsers to generate valuable content, which attract the consumers and encourage them to engage with micro-influencers, leading to brand evangelism. This reflects the sustainable consumer-brand relationships. In Southeast Asia, Instagram stands out as the preferred choice for fashion influencers for sharing product information and boosting consumer engagement. The current study is the first one incorporating literature-based

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Prasenjeet Samanta. "A Critical Review of Influencer Marketing’s Influence on Brand Perception and Consumer Buying Decisions." Journal of Information Systems Engineering and Management 10, no. 29s (2025): 822–38. https://doi.org/10.52783/jisem.v10i29s.4594.

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Introduction: Influencer marketing has emerged as a dominant strategy in digital marketing, leveraging social media influencers to shape brand perception, build consumer trust, and drive purchasing behaviour. With the shift from traditional celebrity endorsements to digital influencers, brands increasingly rely on influencer collaborations to enhance engagement and authenticity. However, the effectiveness of influencer marketing varies based on factors such as influencer credibility, engagement rates, and consumer psychology.Objectives: This review aims to critically analyse the role of influe

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Berne-Manero, Carmen, and Mercedes Marzo-Navarro. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability." Sustainability 12, no. 11 (2020): 4392. http://dx.doi.org/10.3390/su12114392.

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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristic

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Oh, Hayoung, Jiyoon Lee, Joo-Sik Lee, Sung-Min Kim, Sechang Lim, and Dongha Jung. "Which Influencers Can Maximize PCR of E-Commerce?" Electronics 12, no. 12 (2023): 2626. http://dx.doi.org/10.3390/electronics12122626.

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The Web has provided an increasing proportion of use as a medium for e-commerce in addition to various recommender systems. It can be used for analyzing recommendation system-based feedback (e.g., a form in which a user inputs their preferences for various items as numerical values into a specific evaluation system) to estimate customer interest; in addition, analyzing multi-modal types of feedback (e.g., product purchase traces, inquiry lists, inquiry times, and comments) with deep learning can also be used to estimate user interest. As many companies around the world promote their products t

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Kolmogorova, V. I., I. D. Mudrova, and D. A. Shishlyannikova. "Application of micro–influencer engagement in digital marketing channels." Entrepreneur’s Guide 17, no. 4 (2024): 84–93. https://doi.org/10.24182/2073-9885-2024-17-4-84-93.

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This article explores the theoretical foundations and practical features of engaging with micro–influencers in digital marketing channels. It defines the concept and key characteristics of micro–influencers, highlighting the fundamental advantages and risks associated with working with them. The concept of micro–influencer engagement is examined through the lenses of influence marketing and influencer marketing, with a comparative analysis of macro–influencers. Special attention is given to the exploration of various communication channels utilized by micro– influencers and the specific nuance

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Melinda, Linda Daniati. "Kredibilitas Influencer dan Psikologi Micro-Moments dalam Keputusan Pembelian Generasi Z." ATRABIS Jurnal Administrasi Bisnis (e-Journal) 11, no. 1 (2025): 91–98. https://doi.org/10.38204/atrabis.v11i1.2398.

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Dalam era digital yang serba cepat, Generasi Z menunjukkan pola konsumsi yang sangat dipengaruhi oleh interaksi singkat dan emosional di media sosial, terutama melalui konten influencer. Penelitian ini bertujuan untuk mengeksplorasi hubungan antara kredibilitas influencer—yang mencakup keahlian, kepercayaan, dan daya tarik—dengan keputusan pembelian impulsif yang terjadi dalam micro-moments. Dengan pendekatan kualitatif fenomenologis, delapan informan Generasi Z diwawancarai secara mendalam untuk memahami pengalaman subjektif mereka dalam membeli produk berdasarkan konten influencer. Hasil ana

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Liu, Zhenyi. "The Impact of Interpersonal Relationships on Micro-influencer Marketing." SHS Web of Conferences 181 (2024): 01030. http://dx.doi.org/10.1051/shsconf/202418101030.

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The widespread use of mobile internet and social media has driven the creation and development of the micro-marketing model. Micro-influencers utilize marketing techniques that have a small and highly targeted reach, which in turn affects the psychology and perception of the target population. In the process of micromarketing, a very important influencing factor is interpersonal relationships. Therefore, this paper takes interpersonal relationships as an entry point, analyzes several aspects of interpersonal relationships participation in micro-marketing, the current situation of interpersonal

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Schlosserová, Zuzana, and Michaela Pániková. "ENGAGEMENT OF MICROINFLUENCERS IN THE FIELD OF SUSTAINABLE FASHION." Social Communication 24, no. 1 (2024): 65–82. https://doi.org/10.57656/sc-2023-0006.

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The presented article deals with the issue of micro-influencers on social networks, focusing on micro-influencers in the field of sustainable fashion. In the theoretical part, we deal with social networks, influencer marketing, a closer definition of a micro-influencer and the sustainable fashion industry. With the help of a questionnaire survey, we are trying to find out their engagement in this sector from the point of view of users of social networks. We analyse the obtained data in more detail in several sections. In order to fulfil this goal of the work, we set several research questions,

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Elvira Hilwa Salsabila, Rizki Suheldi, Mira Andani, Nurwelis Nurwelis, Diki Wahyudi, and Muhammad Rahmatul Burhan. "Pemanfaatan Micro-Influencer sebagai Strategi Publik Relations dalam UMKM." WISSEN : Jurnal Ilmu Sosial dan Humaniora 2, no. 4 (2024): 293–300. https://doi.org/10.62383/wissen.v2i4.438.

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New influencers have emerged as part of the field of public relations as a result of technological advances. Communication with influencers on social media is the main focus for strategic communication. The development of Micro, Small and Medium Enterprises (MSMEs) is increasing day by day. Research data collection techniques using secondary data are information obtained or collected data by scientists from various existing sources such as obtained from important documents, websites, books research results in choosing micro-influencers as a marketing medium, it is recommended to consider micro

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Rout, Ronik Kumar. "The Impact of Influencer Marketing on Consumer Buying Decisions." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04282.

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Abstract Influencer marketing has revolutionized the traditional advertising landscape, offering a powerful strategy for brands to connect with consumers through digital platforms. This research investigates how influencer marketing affects consumer buying decisions, focusing on factors such as trust, relatability, content quality, and engagement. Using both primary and secondary data sources, the study utilizes a mixed-methods approach to understand how influencer endorsements shape perception, intent, and actual purchase behavior. Results indicate that consumers are significantly influenced

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Prasetya, Mohammad Reza. "Self-presentation dan kesadaran privacy micro-influencer di instagram." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, no. 1 (2020): 239. http://dx.doi.org/10.25139/jsk.v4i1.2301.

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Instagram is a platform that can be used to express online self-presentation by uploading contents. Micro-influencers also perform the self-presentation to maintain their existence on social media. However, we cannot be sure if everything shown in social media are actual representation of the influencer’s real lives. Social media users also threatened by privacy issue. This research attempted to find out self-presentation strategies applied by micro-influencers on Instagram, as well as the differences between front stage and back stage by using dramaturgy theory by Erving Goffman. This researc

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Iskandar, Eky. "Engagement Analysis and Influencer Fees A Study on Reconnecting Brands with Their Customers." Journal of Social Commerce 3, no. 3 (2023): 135–47. http://dx.doi.org/10.56209/jommerce.v3i3.129.

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This observe investigates the relationship among influencer engagement metrics and costs in reconnecting manufacturers with former customers. Utilizing a quantitative approach, the studies analyzes how exclusive varieties of engagement along with likes, feedback, and shares have an effect on marketing campaign overall performance and the way various influencer fees impact typical fulfillment. Findings reveal that better engagement levels, mainly via feedback and stocks, extensively beautify conversion rates and customer recapture. Additionally, multiplied influencer charges are definitely corr

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Pathirana, M. T., and K. T. Vimukthika. "Influence of Micro-Influencers on Niche Market Trends Among Gen Z in Sri Lanka." International Journal of Contemporary Business Research 3, no. 1 (2024): 163–81. https://doi.org/10.4038/ijcbr.v3i1.9.

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This study explores the influence of micro-influencers on niche market trends and consumer behavior among Generation Z (Gen Z) in Sri Lanka. Utilizing qualitative research methods, the study examines the characteristics of micro-influencers—such as credibility, relatability, and authenticity—that resonate with Gen Z consumers. The research is grounded in Social Influence Theory, Source Credibility Theory, and Diffusion of Innovations Theory, providing a comprehensive understanding of how micro-influencers shape purchasing decisions. Findings indicate that Gen Z consumers place high value on th

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Drenten, Jenna, and Molly Tullis. "Behind the Screens: How to Build Impactful Influencer Campaigns that #breaktheInternet Interview with Molly Tullis, Associate Director of Social Strategy." NIM Marketing Intelligence Review 17, no. 1 (2025): 54–59. https://doi.org/10.2478/nimmir-2025-0009.

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Abstract In today’s dynamic world of influencer marketing, brands face an ever-changing digital landscape where authenticity, adaptability and collaboration are key. This interview dives into the heart of influencer marketing with Molly Tullis, a seasoned expert who shares actionable insights on topics ranging from building trust with creators to navigating platform uncertainties. Discover how influencer marketing has evolved beyond mere product endorsements, how micro influencers play a pivotal role and how brands can leverage creator content across multiple channels. Whether you’re curious a

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Dalei, Trupti. "The Role of Influencers in Shaping Gen Z Purchasing Decisions." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04333.

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Abstract: This study uses a descriptive, survey-based research methodology to examine how influencer marketing affects the purchasing decisions of Generation Z customers, who are between the ages of 18 and 26. The study investigates important facets of influencer marketing efficacy, such as platform preferences, influencer credibility, and content engagement patterns, using a structured questionnaire that was sent to 38 respondents via Google Forms. The study especially examines the main social media networks and how they influence consumers' decisions to buy and find new products. The results

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Mushtaq, Saleem, Beenish Shameem, Haitham M. Alzoubi, Barween Al Kurdi, Shanmugan Joghee, and Samer Hamadneh. "A Mixed-Method Approach on the Evolution of Influencer Marketing and Its Ethical Consideration in UAE." International Review of Management and Marketing 15, no. 2 (2025): 317–30. https://doi.org/10.32479/irmm.18498.

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The paper aims to identify the evolution of influencer marketing along with ethical considerations taken in terms of celebrity endorsement. The research also considers ethical considerations, like “transparency and cultural sensitivity,” as vital to successful influencer collaborations. This literature investigates the “evolution of influencer marketing” in the UAE, emphasising the change from celebrity confirmations to micro-influencers. It discovers the role of social media along with the influencer in determining purchasing decisions for the products. The review also classifies gaps in rese

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Marchella Sinolungan, Suryanto, and Arianis Chan. "ANALISIS PERAN MEGA, MACRO, DAN MICRO INFLUENCER DALAM PROMOSI PRODUK KECANTIKAN (STUDI PADA KONTEN INFLUENCER DI TIKTOK)." JURNAL LENTERA BISNIS 14, no. 1 (2025): 69–83. https://doi.org/10.34127/jrlab.v14i1.1292.

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This research discusses the role of mega, macro, and micro influencers in promoting beauty products through the TikTok platform using the AISAS (Attention, Interest, Search, Action, and Share) approach. The purpose of this study is to analyze the role of influencers in attracting attention, building interest, encouraging information search, triggering purchases, and encouraging audiences to share promotional content. This research uses a descriptive qualitative method with a literature study approach and content analysis from TikTok social media. The results show that each level of influencer

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Mansyur, Nadhila Adelfrini. "HR's Role in Developing Incentive Programs for Micro Influencers in Social Media Marketing." Journal of Social Commerce 4, no. 2 (2024): 80–98. http://dx.doi.org/10.56209/jommerce.v4i2.113.

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The purpose of this research is to analyse the dynamic position of Human Resources (HR) in designing and implementing incentives for micro influencers in the fashion, technology, and the Fast Moving Consumer Goods (FMCG) sector. Drawing on a phenomenological research paradigm, the study aims at understanding how HR departments of companies associated with digital marketing are responding to the fluctuating demands of the field and, therefore, designing original and versatile incentive systems that appeal to the micro influencers self-motivational factors. The studies show that simple incentive

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Sharma Sir, Dr Ujjwal. "The Impact of Influencer Marketing on Consumer Buying Decisions." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04435.

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Abstract Influencer marketing has completely changed the advertising landscape of today by substituting digital personalities with large social media followings and active followings for conventional celebrity endorsements and corporate promotions. Customers are increasingly using social media sites like Facebook, Instagram, YouTube, TikTok, and others to find products, read reviews, and make recommendations as the digital age develops. Influencers—people who have established authority and trust in particular niches—have emerged as potent go-betweens for brands and customers as a result of thi

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Ratnasari, Eny, Hanim Rohnulyanti, Hanny Hafiar, and Ibrahim Wada. "Exploring momfluencers ethics as social media micro-influencer in Indonesia." Jurnal Kajian Komunikasi 12, no. 2 (2024): 234–53. https://doi.org/10.24198/jkk.v12i2.57754.

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Background: The tight business competition in Indonesia has made branding practitioners develop the most effective strategy to increase brand awareness by collaborating with influencers. In Indonesia, the number of influencers increases annually. One of the biggest is Insta-moms, mom influencers, or momfluencers. Momfluencers have challenges to ensure that their content does not violate ethics, such as advertising rules, and does not mislead the audience. Unfortunately, their lack of awareness of influencer ethics lets them create content based on briefs from clients or management and rely on

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Kotapati, Sonu Pradheen. "Artificial Intelligence in Scalable Content Creation for Micro-influencer Marketing Agencies." Asian Journal of Research in Computer Science 18, no. 6 (2025): 215–22. https://doi.org/10.9734/ajrcos/2025/v18i6692.

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This research explores the transformative function of AI in the improved scalable content creation for micro-influencer marketing agencies. Micro influencer is defined as an individual with social media follower count between 1,000 and 100,000 which provide high engagement rate and niche audience trust, making them the choice asset for targeted marketing campaigns. Nevertheless, the flow of frequent customized content for several influencers may bury small to mid-sized agencies and its scope for client expansion. The main aim of this study is to review the ways in which AI-based tools streamli

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Handayani, Heny. "Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing." Jesya 6, no. 1 (2023): 918–30. http://dx.doi.org/10.36778/jesya.v6i1.1023.

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Komunikasi dan membangun hubungan kini dipermudah dengan menggunakan teknologi seperti aplikasi media sosial. Salah satu pelaku yang berkontribusi terhadap kesuksesan platform digital marketing seperti media sosial adalah penggunaan influencer. Pemasaran yang efektif melibatkan dalam menjaga produk di garis depan pada pikiran konsumen sehingga mereka memilih untuk membeli produk yang ditawarkan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana digital marketing menggunakan sosial media influencer yang dapat mempengaruhi perilaku pembelian konsumen. Menurut aliran AISAS yakni micro-

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Linda and Maiyaliza. "Pemberdayaan Komunitas Mahasiswa Micro Influencer untuk Edukasi Perawatan Kulit Remaja." Babakti: Journal of Community Engangement 2, no. 1 (2025): 57–63. https://doi.org/10.35706/babakti.v2i1.84.

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Program pengabdian masyarakat ini bertujuan untuk memberdayakan komunitas mahasiswa sebagai mikro-influencer dalam menyampaikan edukasi perawatan kulit kepada remaja. Berdasarkan hasil evaluasi, terdapat peningkatan kesadaran remaja terhadap pentingnya perawatan kulit sebesar 75% setelah program dilaksanakan. Selain itu, keterlibatan audiens di media sosial meningkat sebesar 60%, dan mitra industri mengalami peningkatan jumlah klien sebesar 25% dalam tiga bulan pertama. Program ini melibatkan Mureeskin Clinic sebagai mitra strategis yang menyediakan pelatihan, fasilitas, dan dukungan operasion

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Kalaivani Balaji. "The Evolution of Influencer Marketing: From Follower Counts to Authentic Brand Partnerships." Power System Technology 49, no. 1 (2025): 1240–54. https://doi.org/10.52783/pst.1678.

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Influencer marketing has evolved from a numbers-driven approach, where follower counts dictated success, to a strategy centered on authenticity, engagement, and long-term brand partnerships. This paper examines the transformation of influencer marketing, tracing its progression from traditional celebrity endorsements to the rise of micro- and nano-influencers who foster deeper audience connections. The shift toward credibility and trust has led brands to prioritize meaningful collaborations over transactional relationships, focusing on storytelling, relatability, and community-driven marketing

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Iwan Iwan, Purwatiningsih Purwatiningsih, and Sopyan Sopyan. "Analisis Peran Influencer Marketing dalam Membangun Brand Awareness dan Kepercayaan Konsumen pada Generasi Z." Jurnal Ekonomi Manajemen Akuntansi 31, no. 1 (2025): 73–89. https://doi.org/10.59725/ema.v31i1.211.

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This study aims to examine the influence of influencer marketing in increasing brand awareness and consumer trust among generation Z with a case study of Scarlett Whitening. Using quantitative methods, this study tests the hypothesis through path analysis. The results show that influencer marketing has a significant influence on brand awareness and consumer trust. Influencer credibility, authenticity, and engagement are the main factors in forming positive perceptions of the brand. Scarlett Whitening utilizes this marketing strategy through collaboration with macro and micro influencers, inter

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Purwatiningsih, Sri Desti. "MARKETING DIGITAL CAMPAIGN DALAM MEMBANGUN STARTUP MELALUI INFLUENCER PADA MASA PANDEMI COVID-19." EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI 4, no. 2 (2021): 146. http://dx.doi.org/10.33822/jep.v4i2.2905.

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Maraknya usaha rintisan startup yang banyak dibangun oleh kaum milenian disaat terjadinya pandemi Covid-19 yang melanda hampir di seluruh negara di dunia saat ini telah ikut membantu meningkatkan pertumbuhan ekonomi masyarakat. Kampanye pemasaran digital melalui micro influencer juga telah meningkatkan pertumbuhan ekonomi digital. Peran micro celebrity sebagai influencer dalam usaha startup semakin meramaikan dunia pemasaran digital. Berbagai online shop maupun marketplace baru bermunculan, kaum milenial yang menguasai teknologi mulai menciptakan konten-konten kreatif serta perangkat yang mump

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Arya, Aman, Pooja Goel, and Subhash Kumar Verma. "INFLUENCING THE PURCHASE PATH: EXPLORING SOCIAL MEDIA INFLUENCER'S ROLE IN E-COMMERCE CONSUMER DECISION MAKING." ShodhKosh: Journal of Visual and Performing Arts 5, no. 2 (2024): 1010–17. https://doi.org/10.29121/shodhkosh.v5.i2.2024.4007.

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The rise of social media influencers (SMIs) has significantly transformed e-commerce marketing, particularly between 2019 and 2024. As digital platforms became central to consumer behavior, SMIs emerged as crucial players in shaping purchasing decisions through personalized and authentic engagement. This study explores the role of SMIs in influencing the e-commerce consumer decision- making process, focusing on brand awareness, product consideration, purchasing, and post-purchase engagement. The research delves into the varying impacts of macro-, micro-, and nano-influencers across different p

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Iswarini, Ni Ketut, Ni Putu Diah Arista Dewi, and Ida Ayu Sri Puspa Adi. "Peran Influencer Dalam Mempromosikan Artelio Florist melalui Instagram Story." Journal of Hospitality Accommodation Management (JHAM) 2, no. 1 (2023): 27–34. http://dx.doi.org/10.52352/jham.v2i1.970.

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Tujuan penelitian ini adalah untuk mengetahui bagaimana peran influencer dalam mempromosikan Artelio Florist melalui instagram story sehingga dapat digunakan sebagai referensi bagi Artelio Florist untuk menggunakan influencer atau tidak dikemudian hari. Metode penelitian yang digunakan adalah observasi dan wawancara yang kemudian data yang didapat dianalisa dengan metode deskriptif kualitatif. Berdasarkan alur AISAS yang menggunakan dua sample dari micro influencer mampu menghasilkan insight yang baik meskipun belum begitu maksimal. Konten yang diunggah diperhatikan banyak orang dan sebagian d

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Hu, Jimin, Shafie Sidek, Azmawani Abd Rahman, and Raja Nerina Raja Yusof. "Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media." Innovative Marketing 20, no. 2 (2024): 152–68. http://dx.doi.org/10.21511/im.20(2).2024.13.

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This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, ut

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Robing, Robing, and Dian Fitri K. "EFEKTIVITAS INFLUENCER MARKETING UNTUK UMKM DI PANGKALPINANG DAN SUNGAILIAT." MITZAL (Demokrasi, Komunikasi dan Budaya) : Jurnal Ilmu Pemerintahan dan Ilmu Komunikasi 9, no. 2 (2024): 99. https://doi.org/10.35329/mitzal.v9i2.5830.

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This study is to evaluate the efficacy of influencer marketing as a strategic approach for Micro, Small, and Medium Enterprises (UMKM) in Pangkalpinang and Sungailiat. This research employed a qualitative methodology, conducting semi-structured interviews with 12 UMKM proprietors and various influencers engaged in product marketing collaborations. The results demonstrate that influencer marketing substantially improves the visibility and sales of UMKM products. UMKM proprietors recognized the need of choosing appropriate influencers based on their credibility, audience engagement, and content

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Srivastava, Nihal. "“Impact of Influencer Marketing on Brand Trust”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50412.

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ABSTRACT In the digital age, influencer marketing has emerged as a powerful strategy for brands to connect with consumers. This study explores the impact of influencer marketing on brand trust, examining how influencer credibility, authenticity, and engagement influence consumer perception. The research aims to understand the extent to which influencers affect consumer trust in brands, especially on platforms such as Instagram, YouTube, and TikTok. Primary and secondary data were analysed to assess how different types of influencers—macro, micro, and nano—play a role in shaping brand loyalty a

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Fernández-Gómez, Erika, Miriam Morante-Bonet, Romina Caluori, and Beatriz Feijoo. "Moms and micro-influencers: A new profile for brands on Instagram." Contratexto, no. 42 (November 26, 2024): 25–54. http://dx.doi.org/10.26439/contratexto2024.n42.6933.

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Influencer marketing has become a fundamental tool in advertising. At the same time, the presence of minors on social media has become widespread, especially on their parents’ channels, as seen with micro-influencer mothers (those with less than 100 000 followers). This study aims to understand their communication and engagement strategies through an exploratory data analysis of the Instagram activity of five micro-influencers during five months (August to December 2022), analyzing 276 posts. The research shows that, like instamoms, the profiles studied feature several brands employing differe

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Müller, Antje. "stichwort: Influencer-Marketing." merz | medien + erziehung 63, no. 4 (2019): 4. http://dx.doi.org/10.21240/merz/2019.4.3.

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Sie sind hip und cool. Sie sind nicht selten unverzichtbares Element von Pausen(hof)gesprächen. Sie setzen Trends und haben den Markt im Griff. Die Rede ist von Social Influencerinnen und -Influencern – den Meinungsmachenden der Social Media-Ära, denen insbesondere jugendliche Follower-Scharen zwischen 14 und 17 Jahren loyal an den Lippen hängen. Die von ihnen praktizierte neue Werbe form des Influencer-Marketings steht für hohe Effizienz, lukrative Beurteilungen und (Produkt-)Bewertungen und ist artverwandt mit bekannten ‚Testimonials‘ oder auch unternehmensnahen, nahezu ehren amtlich engagie

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