Presentasi diri influencer dalam product endorsement di instagram
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.
Abeza, G., O’reilly, N., Séguin, B., & Nzindukiyimana, O. (2017). The world’s highest-paid athletes, product endorsement, and twitter. Sport, Business and Management: An International Journal, 7(3), 332–355. https://doi.org/10.1108/SBM-08-2016-0040
Alassani, R., & Göretz, J. (2019). Social Computing and Social Media. Communication and Social Communities. Springer Nature Switzerland, 11579, 444–451. https://doi.org/10.1007/978-3-030-21905-5
Alshenqeeti, H. (2014). Interviewing as a Data Collection Method: A Critical Review. English Linguistics Research, 3(1). https://doi.org/10.5430/elr.v3n1p39
Amelina, D., & Zhu, Y.-Q. (2016). Association for Information Systems AIS Electronic Library (AISeL) investigating effectiveness of source credibility elements on social commerce endorsement: the case of instagram in indonesia investigating effectiveness of source credibility elements on . https://doi.org/10.1109/TASSP.1987.1165054
Amirudin, A., & Triyono, S. (2018). Expositive Acts on Instagram: Knowing What People Intent to “Write” on their Captions through Pragmatics Perspective. International Journal of Applied Linguistics and English Literature, 7(4), 129. https://doi.org/10.7575/aiac.ijalel.v.7n.4p.129
Braun, V., Clarke, V., Braun, V., & Clarke, V. (2017). Applied Qualitative Research in Psychology. Applied Qualitative Research in Psychology, 0887(2006). https://doi.org/10.1057/978-1-137-35913-1
Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., Lala, V., James, T., Endowed, J. P., Chaifetz, R. A., Louis, S., & States, U. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109(November 2019), 221–235. https://doi.org/10.1016/j.jbusres.2019.11.048
Carter, N., Bryant-Lukosius, D., Dicenso, A., Blythe, J., & Neville, A. J. (2014). The use of triangulation in qualitative research. Oncology Nursing Forum, 41(5), 545–547. https://doi.org/10.1188/14.ONF.545-547
Chen, Y., & Wyer, R. S. (2019). The effects of endorsers’ facial expressions on status perceptions and purchase intentions. International Journal of Research in Marketing, xxxx, 1–15. https://doi.org/10.1016/j.ijresmar.2019.10.002
Chung, A. Q. H., Andreev, P., Benyoucef, M., Duane, A., & O’Reilly, P. (2018). Where the shoe pinches: Realizing dominant problems as an organizational social media business profile evolves. International Journal of Information Management, 41(July 2017), 33–49. https://doi.org/10.1016/j.ijinfomgt.2018.03.003
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Erdogan, Z. (1999). No TitCelebrity Endorsement: A Literature Reviewle. Journal of Marketing Management, 15(4). https://doi.org/doi:10.1362/026725799784870379
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. https://doi.org/10.1016/j.pubrev.2010.11.001
Fullwood, C., James, B. M., & Chen-Wilson, C. H. J. (2016). Self-Concept Clarity and Online Self-Presentation in Adolescents. Cyberpsychology, Behavior, and Social Networking, 19(12), 716–720. https://doi.org/10.1089/cyber.2015.0623
Goffman, E. (1959). The Presentation of Self in Everyday Life (Issue 1). Anchor Books. https://doi.org/10.5465/amr.1989.4279016
Gul, F., Paul, J., Gul, N., & Gul, R. (2019). International Journal of Hospitality Management Celebrity endorsement and brand passion among air travelers : Theory and evidence. International Journal of Hospitality Management, June, 102347. https://doi.org/10.1016/j.ijhm.2019.102347
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. https://doi.org/10.1016/j.bushor.2011.01.007
Herdiansyah, H. (2011). Metodologi Peneltian Kualitatif Untuk Ilmu Sosial. Salemba Humanika.
Hock, S. J., & Raithel, S. (2020). Managing negative celebrity endorser publicity: How announcements of firm (Non)responses affect stock returns. Management Science, 66(3), 1473–1495. https://doi.org/10.1287/mnsc.2018.3243
InfluencerMarketingHub. (2020). No Title.
Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research, 19(3), 266–286. https://doi.org/10.1108/QMR-03-2015-0020
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Ketonen-Oksi, S., Jussila, J., & Kärkkäinen. (2016). Industrial Management & Data Systems For Authors Social Media-Based Value Creation and Business Models. Industrial Management & Data Systems, 116(8).
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product and Brand Management, 25(4), 345–356. https://doi.org/10.1108/JPBM-09-2015-0969
Lee, C. (2014). Language choice and self-presentation in social media: The case of university students in Hong Kong. The Language of Social Media: Identity and Community on the Internet, 91–111. https://doi.org/10.1057/9781137029317
Lee, E., Lee, J. A., Moon, J. H., & Sung, Y. (2015). Pictures Speak Louder than Words: Motivations for Using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552–556. https://doi.org/10.1089/cyber.2015.0157
Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–13. https://doi.org/10.2753/JEC1086-4415160201
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
Manago, A. M., Graham, M. B., Greenfield, P. M., & Salimkhan, G. (2008). Self-presentation and gender on MySpace. Journal of Applied Developmental Psychology, 29(6), 446–458. https://doi.org/10.1016/j.appdev.2008.07.001
Michikyan, M., Dennis, J., & Subrahmanyam, K. (2015). Can You Guess Who I Am? Real, Ideal, and False Self-Presentation on Facebook Among Emerging Adults. Emerging Adulthood, 3(1), 55–64. https://doi.org/10.1177/2167696814532442
Michikyan, M., Subrahmanyam, K., & Dennis, J. (2014). Can you tell who i am? Neuroticism, extraversion, and online self-presentation among young adults. Computers in Human Behavior, 33, 179–183. https://doi.org/10.1016/j.chb.2014.01.010
Park, H. J., & Lin, L. M. (2020). Journal of Retailing and Consumer Services The e ff ects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52(November 2018), 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Park, S.-Y. (2016). Celebrity Endorsement for Nonprofit Organizations: The Role of Experience-based Fit between Celebrity and Cause. International Business Research, 10(1), 8. https://doi.org/10.5539/ibr.v10n1p8
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2019). A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118X.2019.1609965
Putri, K. (2017). Building brand image through celebrity endorsement in digital platform : A case study of Andien Aisyah as Cetaphil I ndonesia ’ s brand ambassador. October, 10–11.
Roy, S., Dryl, W., & Araujo, L. De. (2021). Celebrity endorsements in destination marketing : A three country investigation. Tourism Management, 83(September 2019), 104213. https://doi.org/10.1016/j.tourman.2020.104213
Safira, A., Putri, D. W., & Wattimena, G. H. (2019). Self presentation beauty influencer Abel Cantika via Youtube. Profetik Jurnal Komunikasi, 12(1), 30–45.
Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology and Marketing, 37(3), 488–505. https://doi.org/10.1002/mar.21315
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi.org/10.1016/j.chb.2015.12.059
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526. https://doi.org/10.1108/03090560410560218
Singaraju, S. P., Nguyen, Q. A., Niininen, O., & Sullivan-Mort, G. (2016). Social media and value co-creation in multi-stakeholder systems: A resource integration approach. Industrial Marketing Management, 54, 44–55. https://doi.org/10.1016/j.indmarman.2015.12.009
Smith, L. R., & Sanderson, J. (2015). I’m Going to Instagram It! An Analysis of Athlete Self-Presentation on Instagram. Journal of Broadcasting and Electronic Media, 59(2), 342–358. https://doi.org/10.1080/08838151.2015.1029125
Sukmayadi, V., & Yahya, A. H. (2020). Impression Management within Instagram Stories: A Phenomenological Study. The Open Psychology Journal, 12(1), 216–224. https://doi.org/10.2174/1874350101912010216
WeAreSocial. (2020). Digital in 2020.
Yang, C. chen, & Bradford Brown, B. (2016). Online self-presentation on Facebook and self development during the college transition. Journal of Youth and Adolescence, 45(2), 402–416. https://doi.org/10.1007/s10964-015-0385-y
Yin, R. K. (2014). Case study research: Design and methods (5th ed.). In Thousand Oaks, CA: SAGE Publications.
Yu, S., & Hu, Y. (2020). Journal of Retailing and Consumer Services When luxury brands meet China : The effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, 54(January 2019), 102010. https://doi.org/10.1016/j.jretconser.2019.102010
Zhang, H., Gupta, S., Sun, W., & Zou, Y. (2019). Information & Management How social-media-enabled co-creation between customers and the firm drives business value ? The perspective of organizational learning and social Capital. Information & Management, August, 103200. https://doi.org/10.1016/j.im.2019.103200
Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in Human Behavior, 24(5), 1816–1836. https://doi.org/10.1016/j.chb.2008.02.012
Zhu, Y. Q., Amelina, D., & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - The case of instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17. https://doi.org/10.4018/JECO.2020010101
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
Copyright (c) 2021 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).