Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion
Keywords:Influencer marketing, social-media influencer, multistep flow, communication strategy
The research analyzed the role of Instagram influencers, especially those who falls into the category of micro-influencers, and the impacts they generated through effective communication strategy in promoting brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through in-depth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist; while secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings confirmed the high use of Instagram as a preferred social media platform in Indonesia in running various communication activities and four distinctive characteristics outlined the themes of Instagram micro-influencer that were seen as primary factors for the local brands to utilize in ensuring effective brands’ communication strategy. The research concluded that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals, and the intensity of engagement between the micro-influencer and their followers was the core strength of this communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.
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