Trends in Marketing Communication: Strategic Influencer Marketing for Sustainable Presence
DOI:
https://doi.org/10.25139/jkp.v10i1.11927Keywords:
Influencer marketing; Marketing communication; Sustainable brand presence; Micro and nano influencers; Digital engagementAbstract
This article investigates contemporary trends in marketing communication by focusing on strategic influencer marketing as a communicative practice for sustaining brand presence in digital environments. Drawing on a communication studies perspective, the study analyzes how meanings, relationships, and credibility are co-constructed among brands, intermediaries, and audiences witplatformizeder ecosystems. The research employs a qualitative design using semi-structured interviews with three KOL specialists, one marketing agency officer, two café owners, and five micro and nano influencers, capturing the interaction between institutional actors and everyday content creators. The findings indicate that sustainable presence in influencer-based communication is shaped by three interrelated dynamics: discursive alignment between brand and influencer values, ongoing dialogic engagement with audiences, and flexible collaboration formats responsive to platform-specific cultures. Micro and nano influencers emerge as particularly salient in cultivating intimate, niche communities and reinforcing trust-based, peer-like communication with followers. The study argues that influencer marketing should be understood not merely as a promotional technique but as a relational communication strategy that integrates branding, mediated interpersonal interaction, and community building. These insights extend debates on digital marketing communication and offer implications for practitioners and scholars concerned with strategic, sustainable communication in platformized media environments
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Dung, M. T., & An, N. Y. (n.d.). Research on the Purchase Intention Through Tiktok Affiliate Marketing of Vietnamese Youth. International Research Journal of Economics and Management Studies IRJEMS, 3(7).
Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261–277.
Fauzi Eka, P., Chirilda Chantika, M., & Hidayatullah, W. (2024). The Degree of Audience Understanding Reception: The Potential of Digitaly Piracy Audio and Visual in Tiktok. Paragraphs Communication Update. DOI, 10.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Herdiansyah, H., & Maskan, O. (2025). Study on content-audience alignment: Instagram influencers’ engagement strategies. Jurnal Studi Komunikasi, 9(1), 261–280.
Indrasari, M., Hapsari, I. N., & Sukesi, S. (2019). Customer loyalty: effects of sales information system, marcomm, and brand ambassadors. Jurnal Studi Komunikasi, 3(2), 182–198.
Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer terhadap parasocial interaction dan fan citizenship behaviour. Jurnal Studi Komunikasi, 5(3), 764–790.
Maidiana, K., & Hidayat, Z. (2021). Distributing goods and information flow: Factors influencing online purchasing behavior of Indonesian consumers. Journal of Distribution Science, 19(7), 5–17.
Michael, & Susilo, D. (2023). The Effect Of The# AwasModus Campaign At@ bankbca Tiktok On Community Financial Literacy. Medkom: Jurnal Media Dan Komunikasi, 4(1).
Nasution, A. D., Aslami, N., & Harahap, M. I. (2023). The Influence of Affiliate Marketing and Product Quality on Purchase Interest in Generation Z Tiktok Users in Medan. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(3), 1436–1448.
Nielsen, A. (2007). Survei of Consumer Behaviour and Perception Toward Modern Retail and Traditional Trade Channels. Departemen Perdagangan Indonesia. Jakarta.
Ramadan, Z., & Farah, M. (2020). Influencing the Influencers: The Case of Retailers’ Social Shopping Platforms. International Journal of Web Based Communities. https://doi.org/10.1504/ijwbc.2020.10028090
Ridwan, A., Maulina, E., & Chan, A. (2017). Comparisons of Factors that Influence Male Consumer Behavior in Purchasing Skin Care Products (Case Study: Men from Suwon City, South Korea and Bandung, Indonesia). Review of Integrative Business and Economics Research, 6(1).
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shan, Y., Chen, K.-J., & Lin, J.-S. (Elaine). (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Srinarwati, D. R. (2023). Shopping simulation: BTS army hyper-reality on the Tokopedia marketplace. Jurnal Studi Komunikasi, 7(2), 461–474. https://doi.org/10.25139/jsk.v7i2.6690
Sumandiyar, A., Smith, J. C. M., Syahr, Z. H. A., Husain, M. N., & Suharyanto, A. (2023). Influencer relations: the new paradigm of public relations. Jurnal Studi Komunikasi, 7(2), 401–416. https://doi.org/10.25139/jsk.v7i2.6688
Thehawijaya, J. A., & Susilo, D. (2023). Sales promotion message appeal and brand ambassador effects toward tokopedia’s purchase intention. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(2), 475–484.
Yordudom, T., Nui-Suk, C., Imjai, N., Sumiati, S., & Aujirapongpan, S. (2026). Developing open innovation competency in Gen Z entrepreneurship students: Roles of absorptive capacity, AI literacy and algorithmic thinking skills. The International Journal of Management Education, 24(1), 101326.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
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Published
2026-06-06
How to Cite
Silviani, I., Pamuji, E., & Indrasari, M. (2026). Trends in Marketing Communication: Strategic Influencer Marketing for Sustainable Presence. Jurnal Komunikasi Profesional, 10(1), 1–15. https://doi.org/10.25139/jkp.v10i1.11927
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