Evolving concept and popularity of influencers: a literature review
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Keywords:
influencer, influencer marketing, social media
Abstract
The growth of the internet use is in line with the swift development of social media. For users, social media is no longer just a place to socialize online, but also as source of various information. The shift in this function has provided great opportunities for influencer activities to influence consumer’s purchase intention through social media. This activity has grown into a lucrative marketing communications industry, making this a very popular phenomenon. This study aims to discover the shift in influencer concept in historical aspect, and asses the condition and potentials of this industry in Indonesia, by using a literature review approach and various secondary data. This research shows the development of the influencer concept from a traditional context to a more modern context, and 2016 was the first moment of serious growth in this industry. It also concludes that this industry has a promising prospect in Indonesia.
References
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Acikgoz, F., & Burnaz, S. (2021). The influence of “influencer marketing” on YouTube influencers. International Journal of Internet Marketing and Advertising, 15, 201. https://doi.org/10.1504/IJIMA.2021.114331
Aicardi, C. (2015). Francis Crick, cross-worlds influencer: A narrative model to historicize big bioscience. Studies in History and Philosophy of Biological and Biomedical Sciences, 55. https://doi.org/10.1016/j.shpsc.2015.08.003
Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment. International Journal of Advertising, 41(1), 6–29. https://doi.org/10.1080/02650487.2021.1986256
Bulele, Y. N. (2020). Analisis fenomena sosial media dan kaum milenial: studi kasus tiktok. Conference on Business, Social Sciences and Innovation Technology, 1(1), 565–572.
Burns, K. S. (2020). The History of Social Media Influencers. Research Perspectives on Social Media Influencers and Brand Communication, 1.
Cambridge Dictionary. (n.d.). Influencer. Dictionary.Cambridge.Org Dictionary. Retrieved March 26, 2022, from https://dictionary.cambridge.org/dictionary/english/influencer
Chapple, C., & Cownie, F. (2017). An Investigation into Viewers’ Trust in and Response Towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers. Journal of Promotional Communications, 5(2).
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55(1), 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015
DataReportal. (2022a, January 26). Digital 2022 Global Digital Overview. Datareportal.Com Report. https://datareportal.com/reports/digital-2022-global-overview-report
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de Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Deluga, R. J. (1990). The effects of transformational, transactional, and laissez faire leadership characteristics on subordinate influencing behavior. Basic and Applied Social Psychology, 11(2), 191–203. https://doi.org/10.1207/s15324834basp1102_6
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
Geyser, W. (2021, November 26). Influencer Rates: How Much do Influencers Really Cost in 2022? Influencermarketinghub. https://influencermarketinghub.com/influencer-rates/#:~:text=Influencers%20fall%20into%20certain%20categories,tier%20influencers%3A%2050%2C000%E2%80%93500%2C000%20followers
Grenny, J., Patterson, K., Maxfield, D., McMillan, R., & Switzler, A. (2013). Influencer: The new science of leading change (Rev. and updated second edition.). McGraw-Hill.
Gupta, R., & Wadhwani, T. (2020). AN EMPIRICAL INVESTIGATION ON SOURCE CREDIBILITY OF SOCIAL MEDIA INFLUENCER IN TIER-II CITIES OF CENTRAL INDIA–A SOCIOLOGICAL VIEW. AIMA Journal of Management & Research, 14(1).
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
Hjorth, L., & Hinton, S. (2019). Understanding social media. Sage.
Jung, N., & Im, S. (2021). The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure. International Journal of Advertising, 40(8), 1265–1293. https://doi.org/10.1080/02650487.2021.1991107
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Lou, C. (2021). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising, 1–18. https://doi.org/10.1080/00913367.2021.1880345
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Lunenburg, F. C. (2010). Managing change: The role of the change agent. International Journal of Management, Business, and Administration, 13(1), 1–6.
MacDonald, G., Nail, P. R., & Levy, D. A. (2004). Expanding the scope of the social response context model. Basic and Applied Social Psychology, 26(1), 77–92. https://doi.org/10.1207/s15324834basp2601_7
Manning, T., Pogson, G., & Morrison, Z. (2008). Interpersonal influence in the workplace–part one: an introduction to concepts and a theoretical model. Industrial and Commercial Training. https://doi.org/10.1108/00197850810858929
Martínez-López, F. J., Anaya-Sánchez, R., Esteban-Millat, I., Torrez-Meruvia, H., D’Alessandro, S., & Miles, M. (2020). Influencer marketing: brand control, commercial orientation and post credibility. Journal of Marketing Management, 36(17–18), 1805–1831. https://doi.org/10.1080/0267257X.2020.1806906
Okun, D. A. (2016). Pre-pragmatic Perspectives of Leadership. International Symposium on Chaos, Complexity and Leadership, 279–297. https://doi.org/10.1007/978-3-319-64554-4_20
Pramesthi, J. A. (2021). Parasocial Relationships and the Formation of Hyperreality in the BTS World Game. Mediator: Jurnal Komunikasi, 14(1), 113–123.
Pratami, R., & Sari, A. (2020). Korean Celebrity Brand Ambassador as a Strategy to Increase Sales of PT. Shopee Indonesia (Study:“Gfriend” In Shopee 11.11 Big Sale). Mediator: Jurnal Komunikasi, 13(2), 249–262.
Saima, & Khan, M. A. (2021). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Santora, J. (2022, March 29). Key Influencer Marketing Statistics You Need to Know for 2022. Influencermarketinghub.Com.
Saragih, E. H. (2015). Individual attributes of change readiness: A case study at Indonesia state-owned railway company. Procedia-Social and Behavioral Sciences, 172, 34–41. https://doi.org/10.1016/j.sbspro.2015.01.332
Scheer, L. K., & Stern, L. W. (1992). The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer. Journal of Marketing Research, 29(1), 128–142. https://doi.org/10.1177/002224379202900111
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
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Statista. (2021, July). Social media penetration in Indonesia from 2017 to 2020 with forecasts until 2026. Statista Key Market Indicators. https://www.statista.com/statistics/486480/mobile-messaging-user-reach-indonesia/
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in Influencer Marketing: A Review and Bibliometric Analysis. Journal of Interactive Advertising, 1–27. https://doi.org/10.1080/15252019.2021.2007822
Verma, S. (2018, November 11). Jordan-More than just a shoe brand: - Marketing Strategy. Linkedin.Com Pulse. https://www.linkedin.com/pulse/jordan-more-than-just-shoe-brand-marketing-strategy-salil-verma
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/16522354.2018.1501146
Ye, G., Hudders, L., de Jans, S., & de Veirman, M. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
Yuliani, R., & Dida, S. (2018). Personal Branding Selebritas dan Bisnis Online Shop. Mediator: Jurnal Komunikasi, 11(1), 10–19.
Acikgoz, F., & Burnaz, S. (2021). The influence of “influencer marketing” on YouTube influencers. International Journal of Internet Marketing and Advertising, 15, 201. https://doi.org/10.1504/IJIMA.2021.114331
Aicardi, C. (2015). Francis Crick, cross-worlds influencer: A narrative model to historicize big bioscience. Studies in History and Philosophy of Biological and Biomedical Sciences, 55. https://doi.org/10.1016/j.shpsc.2015.08.003
Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment. International Journal of Advertising, 41(1), 6–29. https://doi.org/10.1080/02650487.2021.1986256
Bulele, Y. N. (2020). Analisis fenomena sosial media dan kaum milenial: studi kasus tiktok. Conference on Business, Social Sciences and Innovation Technology, 1(1), 565–572.
Burns, K. S. (2020). The History of Social Media Influencers. Research Perspectives on Social Media Influencers and Brand Communication, 1.
Cambridge Dictionary. (n.d.). Influencer. Dictionary.Cambridge.Org Dictionary. Retrieved March 26, 2022, from https://dictionary.cambridge.org/dictionary/english/influencer
Chapple, C., & Cownie, F. (2017). An Investigation into Viewers’ Trust in and Response Towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers. Journal of Promotional Communications, 5(2).
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55(1), 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015
DataReportal. (2022a, January 26). Digital 2022 Global Digital Overview. Datareportal.Com Report. https://datareportal.com/reports/digital-2022-global-overview-report
DataReportal. (2022b, February 15). Digital 2022 Indonesia . Datareportal.Com Report. https://datareportal.com/reports/digital-2022-indonesia
de Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Deluga, R. J. (1990). The effects of transformational, transactional, and laissez faire leadership characteristics on subordinate influencing behavior. Basic and Applied Social Psychology, 11(2), 191–203. https://doi.org/10.1207/s15324834basp1102_6
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
Geyser, W. (2021, November 26). Influencer Rates: How Much do Influencers Really Cost in 2022? Influencermarketinghub. https://influencermarketinghub.com/influencer-rates/#:~:text=Influencers%20fall%20into%20certain%20categories,tier%20influencers%3A%2050%2C000%E2%80%93500%2C000%20followers
Grenny, J., Patterson, K., Maxfield, D., McMillan, R., & Switzler, A. (2013). Influencer: The new science of leading change (Rev. and updated second edition.). McGraw-Hill.
Gupta, R., & Wadhwani, T. (2020). AN EMPIRICAL INVESTIGATION ON SOURCE CREDIBILITY OF SOCIAL MEDIA INFLUENCER IN TIER-II CITIES OF CENTRAL INDIA–A SOCIOLOGICAL VIEW. AIMA Journal of Management & Research, 14(1).
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
Hjorth, L., & Hinton, S. (2019). Understanding social media. Sage.
Jung, N., & Im, S. (2021). The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure. International Journal of Advertising, 40(8), 1265–1293. https://doi.org/10.1080/02650487.2021.1991107
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Lou, C. (2021). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising, 1–18. https://doi.org/10.1080/00913367.2021.1880345
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Lunenburg, F. C. (2010). Managing change: The role of the change agent. International Journal of Management, Business, and Administration, 13(1), 1–6.
MacDonald, G., Nail, P. R., & Levy, D. A. (2004). Expanding the scope of the social response context model. Basic and Applied Social Psychology, 26(1), 77–92. https://doi.org/10.1207/s15324834basp2601_7
Manning, T., Pogson, G., & Morrison, Z. (2008). Interpersonal influence in the workplace–part one: an introduction to concepts and a theoretical model. Industrial and Commercial Training. https://doi.org/10.1108/00197850810858929
Martínez-López, F. J., Anaya-Sánchez, R., Esteban-Millat, I., Torrez-Meruvia, H., D’Alessandro, S., & Miles, M. (2020). Influencer marketing: brand control, commercial orientation and post credibility. Journal of Marketing Management, 36(17–18), 1805–1831. https://doi.org/10.1080/0267257X.2020.1806906
Okun, D. A. (2016). Pre-pragmatic Perspectives of Leadership. International Symposium on Chaos, Complexity and Leadership, 279–297. https://doi.org/10.1007/978-3-319-64554-4_20
Pramesthi, J. A. (2021). Parasocial Relationships and the Formation of Hyperreality in the BTS World Game. Mediator: Jurnal Komunikasi, 14(1), 113–123.
Pratami, R., & Sari, A. (2020). Korean Celebrity Brand Ambassador as a Strategy to Increase Sales of PT. Shopee Indonesia (Study:“Gfriend” In Shopee 11.11 Big Sale). Mediator: Jurnal Komunikasi, 13(2), 249–262.
Saima, & Khan, M. A. (2021). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Santora, J. (2022, March 29). Key Influencer Marketing Statistics You Need to Know for 2022. Influencermarketinghub.Com.
Saragih, E. H. (2015). Individual attributes of change readiness: A case study at Indonesia state-owned railway company. Procedia-Social and Behavioral Sciences, 172, 34–41. https://doi.org/10.1016/j.sbspro.2015.01.332
Scheer, L. K., & Stern, L. W. (1992). The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer. Journal of Marketing Research, 29(1), 128–142. https://doi.org/10.1177/002224379202900111
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
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Statista. (2021, July). Social media penetration in Indonesia from 2017 to 2020 with forecasts until 2026. Statista Key Market Indicators. https://www.statista.com/statistics/486480/mobile-messaging-user-reach-indonesia/
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in Influencer Marketing: A Review and Bibliometric Analysis. Journal of Interactive Advertising, 1–27. https://doi.org/10.1080/15252019.2021.2007822
Verma, S. (2018, November 11). Jordan-More than just a shoe brand: - Marketing Strategy. Linkedin.Com Pulse. https://www.linkedin.com/pulse/jordan-more-than-just-shoe-brand-marketing-strategy-salil-verma
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/16522354.2018.1501146
Ye, G., Hudders, L., de Jans, S., & de Veirman, M. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
Yuliani, R., & Dida, S. (2018). Personal Branding Selebritas dan Bisnis Online Shop. Mediator: Jurnal Komunikasi, 11(1), 10–19.
Published
2023-04-29
How to Cite
Yufada, E. M., & Simanjuntak, T. N. (2023). Evolving concept and popularity of influencers: a literature review. Jurnal Komunikasi Profesional, 7(2), 194 - 215. https://doi.org/10.25139/jkp.v7i2.5527
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