scholarly journals Presentasi diri influencer dalam product endorsement di instagram

2021 ◽  
Vol 5 (2) ◽  
pp. 509-532
Author(s):  
Kautsar Irnando ◽  
Irwansyah Irwansyah
Keyword(s):  
Social Media ◽  
Qualitative Method ◽  
Positive Impact ◽  
Business Activity ◽  
Social Commerce ◽  
Self Presentation ◽  
Broad Audience

Transformation of technology has developed a new place for business activity known as social commerce, where Instagram has become the most popular social commerce. In promoting products through social media, mereks often use endorsers in product endorsement. Macro influencers who have broad audience range and unique self-presentation are proven to give positive impact towards product endorsement. The effectiveness leads to a new question, how do macro influencers present themselves in a product endorsement post? This research is conducted to answer that question. The method that is used in this research is a qualitative method to identify influencer self-presentation in product endorsement. Results of this research shows that influencers do not use a different self-presentation in product endorsement. The influencer put the endorsement strategy on their post. Another finding shows that mereks have some deals in self-presentation of influencers within a product endorsement post.

scholarly journals The Impact of Social Media on Sales Promotion in Entertainment Companies

2021 ◽  
Vol 24 (2) ◽  
pp. 189-206
Author(s):  
Dalia Štreimikienė ◽  
Asta Mikalauskienė ◽  
Urtė Sturienė ◽  
Grigorios L. Kyriakopoulos
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Positive Impact ◽  
Current Trend ◽  
Sales Promotion ◽  
Online Marketing ◽  
Communication Model ◽  
Social Commerce ◽  
User Friendliness ◽  
The Impact

Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion.

scholarly journals Korean roleplayer dan dampaknya terhadap kepribadian di dunia nyata (studi kasus pada remaja)

2019 ◽  
Author(s):  
Dewi Hapsari
Keyword(s):  
Social Media ◽  
Real World ◽  
Virtual World ◽  
Qualitative Method ◽  
Positive Impact ◽  
Pop Culture ◽  
The Other ◽  
Daily Lives ◽  
The Real

K-pop culture in Indonesia has mushroomed among teenagers and of course it makes teenagers want to be able to communicate more closely with their idols. The role of the fans was shown through several things one of which is by playing roleplayer on Twitter. The purpose of this study is that through roleplayers fans can represent their idols according to what they expect in their daily lives through social media twitter. This study uses a qualitative method by observing case studies that examine the virtual world of roleplayers, the results of this study are fans doing roleplaying activities to fulfill the fanaticism of the idol to fulfill his desire to represent themselves and create a new virtual identity in cyberspace. The result is unwittingly this rolepayer activity also changes the personality of the culprit in the real world created by his imagination because of playing roleplayer too often, but on the other hand this roleplayer game also brings a positive impact on the culprit. with this article it is hoped that roleplayer can be more careful in representing themselves as other people in cyberspace because it will affect their personalities in the real world.

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Jiawen Chen ◽  
Xuebing Dong
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Information Value ◽  
Brand Community ◽  
Self Presentation ◽  
Content Type ◽  
Complementarity Theory

PurposeThis study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences brand community-swinging and, in turn, cultivates brand loyalty.Design/methodology/approachA questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses.FindingsThe results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty.Originality/valuePrevious research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.

scholarly journals Analisis Pemanfaatan Social Commerce bagi UMKM: Anteseden dan Konsekuen

2018 ◽  
Vol 16 (1) ◽  
Author(s):  
Anissa Hakim Purwantini ◽  
Friztina Anisa
Keyword(s):  
Social Media ◽  
Financial Performance ◽  
Customer Service ◽  
Positive Impact ◽  
Small And Medium Enterprises ◽  
Social Commerce ◽  
Media Usage ◽  
Positive Effects ◽  
Medium Enterprises ◽  
The Impact

The purpose of this study is to investigate factors that influence social media usage among small and medium enterprises (SMEs) and the impact on financial and non-financial performance. Convenience sampling was used to collect data. The respondent in this study are owner of SME that use facebook and instagram on their business activities. Based on SEM-PLS analysis, this study revealed that interactivity, cost effectiveness, and trust was identified as factors that motivate the usage social media. Meanwhile, compatibility has no significant effect on social media usage. Social media usage has a strong positive impact on financial performance (sales) and non-financial performance of SMEs in terms of customer service, internal operations, and marketing. In addition, this study indicate that social media usage has no positive effects on perceived impact on innovation.Keywords: social media, SME, performance, inovation,social commerce

scholarly journals Gambaran Tipe Self-Presentation melalui Konten Foto Instagram pada Mahasiswi

2021 ◽  
Vol 7 (2) ◽  
pp. 299-314
Author(s):  
Alifia Raniaputri Hendraswara ◽  
Harlin Nikodemus Hutabarat ◽  
Yuliana Hanami
Keyword(s):  
College Students ◽  
Social Media ◽  
Qualitative Method ◽  
Female College Students ◽  
Self Presentation ◽  
Female College ◽  
The Social ◽  
Self Presentations

Instagram is one popular social media that is used, especially among college students. Students tend to do self-presentations to give a good impression to others. This study is conducted using qualitative method to obtain description of the type of students’ self-presentation through photo contents uploaded to their Instagram account. The data was collected from the social media of 10 female college students of Faculty of Communication in Padjadjaran University. The results show that the types of self-presentation performed by the participants were ingratiation, supplication, and enhancement. These three types of self-presentation are the types that are often showed through social media. There were three subjects who used all three types of strategies, four subjects used two types (ingratiation and enhancement) and three subjects used one type, ingratiation. From 192 observed photos, 152 were included in the ingratiation type, 4 in the supplication type, and 34 in the enhancement type.

scholarly journals Korean roleplayer dan dampaknya terhadap kepribadian di dunia nyata (studi kasus pada remaja)

2019 ◽  
Author(s):  
Dewi Hapsari
Keyword(s):  
Social Media ◽  
Real World ◽  
Virtual World ◽  
Qualitative Method ◽  
Positive Impact ◽  
Pop Culture ◽  
The Other ◽  
Daily Lives ◽  
The Real

K-pop culture in Indonesia has mushroomed among teenagers and of course it makes teenagers want to be able to communicate more closely with their idols. The role of the fans was shown through several things one of which is by playing roleplayer on Twitter. The purpose of this study is that through roleplayers fans can represent their idols according to what they expect in their daily lives through social media twitter. This study uses a qualitative method by observing case studies that examine the virtual world of roleplayers, the results of this study are fans doing roleplaying activities to fulfill the fanaticism of the idol to fulfill his desire to represent themselves and create a new virtual identity in cyberspace. The result is unwittingly this rolepayer activity also changes the personality of the culprit in the real world created by his imagination because of playing roleplayer too often, but on the other hand this roleplayer game also brings a positive impact on the culprit. with this article it is hoped that roleplayer can be more careful in representing themselves as other people in cyberspace because it will affect their personalities in the real world.

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

The Local Government of Kulon Progo Regency Innovation in Subduing Capitalism through Community Empowerment

2020 ◽  
Vol 4 (2) ◽  
pp. 229
Author(s):  
Muhammad Eko Atmojo ◽  
Helen Dian Fridayani
Keyword(s):  
Qualitative Method ◽  
Positive Impact ◽  
Community Empowerment ◽  
Case Study Approach ◽  
Study Approach ◽  
The Past ◽  
The People ◽  
District Government ◽  
The Government

Kulon Progo Regency is one of the districts that has many innovations, one of which is community empowerment in collaboration with a modern shop abbreviated as the shop name owned by the people (tomira). This research was motivated by the achievements of the Kulon Progo district government in carrying out development and innovation in the development of the Kulon Progo region by fully involving the Kulon Progo district community through community empowerment. This initiative was taken by the government of Kulon Progo Regency to improve community empowerment and protect the people of Kulon Progo Regency from various economic threats. Considering that in the past few years many modern shops have mushroomed in each district/city, so this is what makes Kulon Progo Regency move quickly to empower the community by collaborating between MSMEs or cooperative with modern shops. This study uses a qualitative method which case study approach. With the empowerment that has been done, the original products of Kulon Progo Regency or local products can be traded in modern stores so that local products in Kulon Progo Regency can compete with national products in these modern stores. The existence of such cooperation will indirectly improve the image of Kulon Progo Regency and lift the original products of Kulon Progo Regency. The lifting of the original products of Kulon Progo Regency will have a positive impact on the community, where indirectly the economy of the community will increase so that there will be prosperity for the community. Kabupaten Kulon Progo adalah salah satu kabupaten yang memiliki banyak inovasi, salah satunya adalah pemberdayaan masyarakat bekerja sama dengan toko modern disingkat nama toko yang dimiliki oleh masyarakat (tomira). Penelitian ini dilatarbelakangi oleh pencapaian pemerintah kabupaten Kulon Progo dalam melakukan pengembangan dan inovasi dalam pengembangan wilayah Kulon Progo dengan melibatkan sepenuhnya masyarakat kabupaten Kulon Progo melalui pemberdayaan masyarakat. Inisiatif ini diambil oleh pemerintah Kabupaten Kulon Progo untuk meningkatkan pemberdayaan masyarakat dan melindungi masyarakat Kabupaten Kulon Progo dari berbagai ancaman ekonomi. Menimbang bahwa dalam beberapa tahun terakhir banyak toko-toko modern telah menjamur di setiap kabupaten/kota, jadi inilah yang membuat Kabupaten Kulon Progo bergerak cepat untuk memberdayakan masyarakat dengan berkolaborasi antara UMKM atau bekerjasama dengan toko-toko modern. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus, dengan metode yang digunakan adalah dokumentasi. Dengan pemberdayaan yang telah dilakukan, produk asli Kabupaten Kulon Progo atau produk lokal dapat diperdagangkan di toko modern sehingga produk lokal di Kabupaten Kulon Progo dapat bersaing dengan produk nasional di toko modern ini. Adanya kerjasama tersebut secara tidak langsung akan meningkatkan citra Kabupaten Kulon Progo dan mengangkat produk asli Kabupaten Kulon Progo. Pencabutan produk asli Kabupaten Kulon Progo akan berdampak positif bagi masyarakat, di mana secara tidak langsung perekonomian masyarakat akan meningkat sehingga akan ada kesejahteraan bagi masyarakat.

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