Presentasi diri influencer dalam product endorsement di instagram

  • Kautsar Irnando Universitas Indonesia
  • Irwansyah Universitas Indonesia
Abstract views: 2061 , PDF downloads: 2820
Keywords: self-presentation, endorsement, influencer, instagram, social commerce


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.

Author Biographies

Kautsar Irnando, Universitas Indonesia
Pascasarjana Magister Manajemen Komunikasi Universitas Indonesia
Irwansyah, Universitas Indonesia
Staff Pengajar FISIP UI


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.

Alassani, R., & Göretz, J. (2019). Social Computing and Social Media. Communication and Social Communities. Springer Nature Switzerland, 11579, 444–451.

Alshenqeeti, H. (2014). Interviewing as a Data Collection Method: A Critical Review. English Linguistics Research, 3(1).

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 .

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.

Braun, V., Clarke, V., Braun, V., & Clarke, V. (2017). Applied Qualitative Research in Psychology. Applied Qualitative Research in Psychology, 0887(2006).

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.

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.

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.

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.

Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495.

Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22(10), 1432–1446.

Erdogan, Z. (1999). No TitCelebrity Endorsement: A Literature Reviewle. Journal of Marketing Management, 15(4).

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.

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.

Goffman, E. (1959). The Presentation of Self in Everyday Life (Issue 1). Anchor Books.

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.

Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191.

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.

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.

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.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214.

Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97.

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.

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.

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.

Sukmayadi, V., & Yahya, A. H. (2020). Impression Management within Instagram Stories: A Phenomenological Study. The Open Psychology Journal, 12(1), 216–224.

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.

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.

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.

Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in Human Behavior, 24(5), 1816–1836.

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.

Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345.

How to Cite
Irnando, K., & Irwansyah. (2021). Presentasi diri influencer dalam product endorsement di instagram. Jurnal Studi Komunikasi, 5(2), 509-532.