Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion


  • Ayuphita Tiara Silalahi


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.


Abazari, Z., & Borjian Brojeni, M. (2017). The role of Harold Lasswell Communication Theory in Librarianship and Information Science. International Academic Journal of Humanities.

Araujo, T., Neijens, P., & Vliegenthart, R. (2017). Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands. International Journal of Advertising. https://doi.org/10.1080/02650487.2016.1173765

Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.07.008

Bennett, W. L., & Manheim, J. B. (2006). The one-step flow of communication. Annals of the American Academy of Political and Social Science. https://doi.org/10.1177/0002716206292266

Brosius, H. B., & Weimann, G. (1996). Who sets the agenda?: Agenda-setting as a two-step flow. Communication Research. https://doi.org/10.1177/009365096023005002

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.07.005

Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media weighing the publicity effectiveness of blogsversus online magazines. Journal of Advertising Research. https://doi.org/10.2501/JAR-51-1-313-320

Danaeefard, H., Boustani, H. R., Khaefelahi, A., & Delkhah, J. (2018). Attraction–Selection–Attrition Theory in the Public Organization: The Effects of Personality Traits on Psychological Ownership with Regard to the Mediating Role of Emotional Intelligence. Iranian Journal of Management Studies. https://doi.org/10.22059/ijms.2018.238083.672753

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. https://doi.org/10.1080/02650487.2017.1348035

Dhanik, T. (2016). Micro, Not Macro:Rethinking Influencer marketing. Adage.Com. https://adage.com/article/digitalnext/micro-macro-influencer-marketing-kim-kardashian/307118

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. https://doi.org/10.1016/j.chb.2016.11.009

Duffy, B. E., & Wissinger, E. (2017). Mythologies of creative work in the social media age: Fun, free, and “just being me.” International Journal of Communication.

E. Agus, Interviewee, Co-Founder and Brand & Culture Director PUYO. [Interview]. 20 May 2019

Gannon, V., & Prothero, A. (2016). Beauty blogger selfies as authenticating practices. European Journal of Marketing. https://doi.org/10.1108/EJM-07-2015-0510

Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2013.790707

Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2020.102246

IDN Research Institute. (2019). Indonesia Millenial Report 2019. http://www.idntimes.com/indonesiamillennialreport2019

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2017.12.001

Katz, E., Lazarsfeld, P. F., & Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. In Personal Influence: The Part Played by People in the Flow of Mass Communications. https://doi.org/10.4324/9781315126234

Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2020.1718740

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies. https://doi.org/10.1080/19392397.2016.1218292

Leahy, K. (2012). A study of the attitudes and behaviours of consumers towards celebrity endorsed products and the effect celebrity association with adverse publicity has on these attitudes and behaviours. http://trap.ncirl.ie/797/1/Kieran_Leahy.pdf

Linqia. (2017). The State of Influencer Marketing 2018 - A Look Into How Brands and Agencies View The Future of Influencer Marketing.

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. https://doi.org/10.1080/15252019.2018.1533501

Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.22

Marwick, A. E. (2013). “They’re really profound women , they’re entrepreneurs” : Conceptions of Authenticity in Fashion Blogging. 7th International AIII Conference on Weblogs and Social Media (ICWSM).

McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research. https://doi.org/10.1086/209217

McGuire, W. J. (2013). Input and Output Variables Currently Promising for Constructing Persuasive Communications. In Public Communication Campaigns. https://doi.org/10.4135/9781452233260.n2

Niederhoffer, K., Mooth, R., Wiesenfeld, D., & Gordon, J. (2007). The origin and impact of CPG new-product buzz: Emerging trends and implications. Journal of Advertising Research. https://doi.org/10.2501/S0021849907070432

Ognyanova, K. (2017). Multistep Flow of Communication: Network Effects. In The International Encyclopedia of Media Effects. https://doi.org/10.1002/9781118783764.wbieme0056

Phua, J., Jin, S. V., & Kim, J. (Jay). (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics. https://doi.org/10.1016/j.tele.2016.06.004

S. Audifa, Interviewee, Business and Talent Manager of Guschcloud Indonesia. [Interview]. 12 May 2019

S. Noerhadi, Interviewee, Fashion Influencer. [Interview]. 18 May 2019

Schau, H. J., & Gilly, M. C. (2003). We Are What We Post? Self-Presentation in Personal Web Space. Journal of Consumer Research. https://doi.org/10.1086/378616

Statista. (2019). Number of Worldwide Social Network Users. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

Swant, M. (2016). Twitter Says Users Now Trust Influencers Nearly As Much As Their Friends. Adweek. https://www.adweek.com/digital/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/

Swerdlow, R., & Swerdlow, M. (2003). Celebrity endorsers: spokesperson selection criteria and case examples of fredd. Academy of Marketing Studies Journal.

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-03-2019-2292

Uy, G. F. (2019). 5 digital marketing channels that work best in Indonesia. Tech in Asia. https://www.techinasia.com/digital-marketing-channels-indonesia

Uzunoǧlu, E., & Misci Kip, S. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2014.04.007

Watts, D. J., & Dodds, P. S. (2007). Inf luentials, networks, and public opinion formation. Journal of Consumer Research. https://doi.org/10.1086/518527

We are Social. (2019). Digital 2019 Global Internet Use Accelerates. https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates

Wong, E. (2019, March 18). How Indonesians Embrace The Digital World. The Jakarta Post. https://www.thejakartapost.com/academia/2019/03/18/how-indonesians-embrace-the-digital-world.html


Abstract 131  .