Influencer Marketing in Digital Era: Does It Really Works?
Keywords:influencer marketing, digital era, customer-oriented, information, customer engagement
The increasing number of social media users creates new opportunities in the marketing world. Marketing, which initially focused on the product (product-oriented), now has to be transformed into consumer-oriented marketing with many information channels owned by consumers. Consumers are becoming more critical of the products/services offered by companies with the many choices they have. The existence of influencers is a bridge or communication medium that connects companies with consumers in the digital era. Through personality, authenticity, and honesty given by influencers, consumers are expected to be more attached and aware of the existence of a brand. Not infrequently, companies take advantage of influencers in product/service marketing programs in introducing a brand. Influencers become digital advocates who represent brands through endorsement programs. This research will discuss (1) the phenomenon of influencer marketing in the digital era, (2) the types of influencers and the characteristics of consumers who follow them, (3) the use of influencers in marketing activities in the digital era. The study was conducted through Pentad analysis with qualitative methods. The study found that influencer marketing can be an effective marketing method by leveraging the influencer's charisma, personality, attitude, and lifestyle in representing the brand.
Abreu, R. (2019). Marketing and purchasing intention of Millenials: the role of Perceived Authenticity and Trust. Dublin: Dublin Business School.
Anindya, S. (2019, Maret 8). 10 Fakta Alexander Thian 'amrazing', Travel Blogger yang Menginspirasi. Retrieved from IDN Times: https://www.idntimes.com/hype/entertainment/shafira-anindya-n/10-fakta-alexander-thian-amrazing-travel-blogger-yang-menginspirasi-c1c2
Annisa, T. (2019, Mei 15). Pentingnya brand awareness dan 5 cara meningkatkannya. Retrieved from PT EKRUT TEKNOLOGI PASIFIK: https://www.ekrut.com/media/brand-awareness-adalah
Baranow, R. (2019). The Impact of Influencer Marketing in The Fitness Industry on Consumers' Trust. Vienna: Modul Vienna University.
Biaudet, S. (2017). Influencer Marketing as a Marketing Tool. Helsinki: Yrkeshögskolan Arcada.
BuzzMG. (2019). Influencer 101 Handbook. Haddonfield: BuzzMG.
Duarte, F. (2019, September 9). Berapa banyak waktu yang dihabiskan rakyat Indonesia di media sosial? Retrieved from BBC: https://www.bbc.com/indonesia/majalah-49630216
Firmansyah, N. (2019, Mei 21). Top 10 Fotografer di Indonesia. Retrieved from StarNgage: https://starngage.com/top-10-fotografer-di-indonesia/
Floyd, K. (2011). Interpersonal communication. New York: McGraw-Hill.
Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2, 77-87.
Maulina, R. (2019, Agustus 30). Membangun Brand Awareness untuk Kelangsungan Bisnis. Retrieved from Jurnal: https://www.jurnal.id/id/blog/membangun-brand-awareness-untuk-kelangsungan-bisnis/
Mediakix. (2019). The CMO’s Guide to Influencer Marketing. Santa Monica: Mediakix.
Mulyadi, I. (2017, April 28). Customer Oriented Strategy. Retrieved from Marketing.co.id: https://marketing.co.id/customer-oriented-strategy/
Odell, P. (2019). The Power of Influencers. Norwalk: Chief Marketer.
Satrianti, P. A. (2018, Februari 8). 8 Tren Digital Marketing di Tahun 2018 yang Perlu Kamu Ketahui. Retrieved from Tech in Asia: https://id.techinasia.com/8-tren-digital-marketing-tahun-2018
Socialbakers. (2019). Must-Know Influencer Marketing Trends Q1 2019. Prague: Socialbakers.
Wijnen, J. (2019). #InstaFamous: The Effect of Influencer Type and Brand Familiairity on Brand attitude and Corporate Reputation. Enschede: University of Twente.
How to Cite
Copyright (c) 2020 Daniel Hermawan
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright Notice: 1. License
International Journal of Management, Entrepreneurship, Social Science and Humanities has CC-BY NC or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purpose. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
Creative Commons License
2. Author’s Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
International Journal of Management, Entrepreneurship, Social Science and Humanities objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.
4. Rights of Authors
Authors retain the following rights:
Copyright, and proprietary rights relating to the article, such as patent rights,
The right to use the substance of the article in future own works, including lectures and books,
The right to reproduce the article for own purposes,
The right to self-archive the article,
the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal (International Journal of Management, Entrepreneurship, Social Science and Humanities).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
This agreement can be terminated by the author or International Journal of Management, Entrepreneurship, Social Science and Humanities upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Management, Entrepreneurship, Social Science and Humanities.
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the International Journal of Management, Entrepreneurship, Social Science and Humanities upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Management, Entrepreneurship, Social Science and Humanities or its sublicensee.
International Journal of Management, Entrepreneurship, Social Science and Humanities will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and International Journal of Management, Entrepreneurship, Social Science and Humanities or its sublicensee has become obligated to have the article International Journal of Management, Entrepreneurship, Social Science and Humanities may conform the article to a style of punctuation, spelling, capitalization, referencing and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.