The Role of Social Media Influencers in Brand Communication Strategy: Literature Review
DOI:
https://doi.org/10.46961/mediasi.v4i1.651Keywords:
Influencer, Media Social, Brand, Communication Strategy,Abstract
Nowadays, influencers on social media are a trending and inevitable brand marketing tactic. Influencers, with their characteristics, can support the brand communication strategy activities. Companies or brand owners who use influencers in their advertising campaigns can influence sales volume, and increase brand recognition and consumer involvement in promotional activities. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Theory, and Elaboration Likelihood Model Theory.
References
Abidin, C. (2015). Micro-microcelebrity: Branding Babies on the Internet. M/C Journal, 18(5), 1-13.
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
Chatterjee, P. (2011). Drivers of new product recommending and referral behavior on social network sites. International Journal Of Advertising, 30(1), 77-101.
Cheung, C. M., Sia, C. L., & Kuan, K. K. (2012). Is this review believable? A study of factors affecting the credibility of online consumer reviews from an ELM perspective. Journal of the Association for Information Systems, 13(8), 618.
Fiske, S. T., & Taylor, S. E. (1991). Social cognition (2nd ed.). New York: McGraw-Hill.
Forbes, K. (2016). Examining the Beauty Industry’s Use of Social Influencers. Elon Journal, 7(2), 78-87.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. doi:10.1016/j. pubrev.2010.11.001
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.
Kemp, S. (2020, Januari 30). Dipetik April 4, 2020, dari thenextweb: https://thenextweb.com/podium/2020/01/30/digital-trends-2020-every-single-stat-you-need-to-know-about-the-internet/
Kemp, S. (2020, Februari 18). Dipetik April 8, 2020, dari Datareportal: https://datareportal.com/reports/digital-2020-indonesia
Kirkpatrick, D. (2016, April 6). Marketing Dive. Dipetik April 4, 2020, dari https://www.marketingdive.com/news/influencer-marketing-spurs-11-times-the-roi-over-traditional-tactics-study/416911/
Lee, M., & Yuon, S. (2009). Electronic Word of Mouth (eWOM). International Journal of Advertising, 28(3), 473-499.
Liebers, N., & Schramm, H. (2019). Parasocial interactions and relationships with media characters: An inventory of 60 years of research. :. Communication Research Trends, 38(2), 4–31.
Makuch, K. (2018). Micro Influences in advertising campaigns in 2018 – selection criteria, ideas for cooperation, settlement, and measurement of effects. Social Media Manager, 1(4).
Nelson, A. (2007, Desember). Dipetik April 1, 2020, dari Columbia.edu: http://www.columbia.edu/itc/sipa/nelson/newmediadev/Web%202.0%20and%20Social%20Networking.html
Petro, G. (2019, November 23). Dipetik April 12, 2020, dari Forbes: https://www.forbes.com/sites/gregpetro/2019/11/23/influencer-fatigue-paid-influencers-are-out-and-brand-communities-are-in/#66f5d6212465
Ward, T. (2019, Desember 27). Dipetik April 1, 2020, dari Forbes: https://www.forbes.com/sites/tomward/2019/12/27/the-influencer-marketing-trends-that-are-coming-in-2020/#7f8284a13536
Woods, S. (2016). #Sponsored: The Emergence of Influencer Marketing. Knoxville: TRACE. Diambil kembali dari https://trace.tennessee.edu/utk_chanhonoproj/1976/
Zaenudin, A. (2018, Februari 5). Dipetik April 9, 2020, dari Tirto: https://tirto.id/influencer-di-media-sosial-penantang-tangguh-iklan-konvensional-cEfr
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms: Attribution; NonCommercial; and no additional restrictions.
