Body Language in Youtube-Based Product Endorsements by Indonesian Influencers

Menik Winiharti; Hensen Hensen

Authors

Menik Winiharti English Department, Faculty of Humanities, Bina Nusantara University. https://orcid.org/0000-0001-7245-806X
Hensen Hensen English Department, Bina Nusantara University

Keywords:

body language, online communication, business endorsement

Abstract

Body language plays a crucial role in non-verbal communication by expressing emotions, attitudes, and intentions. Its dynamic nature allows individuals to convey diverse meanings, particularly in professional and business settings. As there are limited number of studies associating body language and product endorsement in Indonesian digital context, the present study is conducted to fill in the gap. Therefore, the goal is to identify the types of body language that the Indonesian influencers apply in their YouTube videos. It is also to find its contextual meanings. The data for this study were gathered from videos of three Indonesian influencers on YouTube platforms. A qualitative approach was employed to analyze the body language. The findings highlight six common types of body language used by the influencers: hand gestures, facial expressions, finger gestures, eyebrow movements, body posture, and overall body movements. These non-verbal cues are strategically employed to reinforce their verbal reviews of the products and increase viewer engagement. By incorporating these physical expressions, the influencers are able to more effectively communicate their promotional messages and foster a deeper connection with their audience. These findings highlight the importance of body language in enhancing the persuasive power of online endorsements, particularly in social media platforms, within nonverbal communication in Indonesian cultural context.

Dimensions

Author Biography

Menik Winiharti, English Department, Faculty of Humanities, Bina Nusantara University.

A lecturer at English Department, Faculty of Humanities, Bina Nusantara University, Jakarta.

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