The Effect of Using Instagram Influencers in Building Conseva’s Brand Awareness
DOI:
https://doi.org/10.21512/tw.v21i1.6497Keywords:
instagram influencer, influencer marketing, brand awareness, microbrandAbstract
Rapid growth of social media development leads to abundant brands’ promotion for their products or services. One of the many ways is promotion through influencers on Instagram. Recently, it is known that companies using Influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. However, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. Therefore, this study was conducted to examine whether the use of Instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of Surabaya lifestyle brands called Conseva. This research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by Conseva before and after using Instagram influencers. If the number of Instagram followers and visits to Conseva increases, it means that brand awareness has also increased and vice versa.
Plum Analytics
References
Allen, R. (2017). Search engine statistics 2017 - Smart Insights Digital Marketing Advice. Smart Insights.
Anderson, M. (2019). What Are Micro-Influencers & Why Are They So Effective? Impact.
Anger, I., & Kittl, C. (2011). Measuring influence on Twitter. The 11th International Conference on Knowledge Management and Knowledge Technologies. https://doi.org/10.1145/2024288.2024326
Choi, A. (2016). Fashion photography on social media: Insights from Hong Kong fashion image producers. International Journal of Management and Applied Research, 3(4). https://doi.org/10.18646/2056.34.16-011
Babbie, E. R. (2010). The practice of social research (12th Ed.). Belmont, Calif : Wadsworth Cengage.
De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. In Frontiers in Psychology, 10. Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2019.02685
Delzio, S. (January 13th, 2015). Research shows metrics marketers think matter most. Social Media Research. Retrieved from https://www.socialmediaexaminer.com/research-shows-metrics-marketers-think-matter/
Erskine, R. (2019). Here’s How Major Brands Measure Social Media Impact. Forbes.
Evans, N. J., Phua, J., Lim, J. and Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149.
Fereidouni, H. G., & Tajaddin, R. (2015). Housing Wealth, Financial Wealth and ConsumptionExpenditure: The Role of Consumer Confidence. The Journal of Real Estate Finance and Economics. https://doi.org/10.1007/s11146-015-9537-9
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87.
Haryanto, J. O. dan S. (2009). Brand awareness dan tanggapan pemirsa terhadap penggunaan selebritis dalam iklan. Jurnal Bunga Rampai Perilaku Konsumen, 1(8), 119–150.
Hird, C. (2013). Social Media Marketing: A Best Practices Analysis of Selected Destination Magazines. Recreation, Parks, and Tourism Administration.
Huey, L. S., & Yazdanifard, R. (2014). How Instagram Can Be Used as a Tool in Social Network Marketing.
Hughes, C., Swaminathan, V. and Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96.
Influencer Marketing. (2020). The State of Influencer Marketing 2019 : Benchmark Report [+Infographic].
Jaakonmäki, R., Müller, O., & Brocke, J. vom. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Conference: Hawaii International Conference on System Sciences, HICSS-50. https://doi.org/10.24251/HICSS.2017.136
Kampamba, J. (2015). An Analysis of the Potential Target Market through the Application of the STP Principle/Model. Mediterranean Journal of Social Sciences, 6(4). https://doi.org/10.5901/mjss.2015.v6n4s3p324
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
Kl, B. (2019). Influencer Marketing Review: Statistics and Trends 1 Influencer Marketing Strategy Trend Review Influencer Marketing Strategy and Trend Review. In Influencer Marketing Review.
Longwell, G. J. Managing brand equity: Capitalizing on the value of a brand name: David A. Aaker, The Free Press, New York (1991). Journal of Business Research, 29(3), 247–248.
Malhotra, N., & Birks, D. (2007). Marketing Research: An Applied Approach (Mixed media product). In Marketing Research. https://doi.org/10.1080/15252019.2017.1366885
Rakuten Marketing. (2019). 2019 Influencer Marketing Global Survey Consumers.
Semeraro, E. D. (2019). What Actually Counts As Good Engagement For Influencer Marketing? Tubefilter.
Syrdal, H. A., & Briggs, E. (2018). ENGAGEMENT WITH SOCIAL MEDIA CONTENT: A QUALITATIVE EXPLORATION. Journal of Marketing Theory and Practice, 26(1), 4–22. https://doi.org/10.1080/10696679.2017.1389243
Tabellion, J. and Esch, F-R. (2019). Influencer marketing and its impact on the advertised Brand. In Bigne E. and Rosengren S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_3
Taherdoost, H. (2018). Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3205035
Talaverna, M. (2015). 10 Reasons Why Influencer Marketing is the Next Big Thing. Adweek.
Teo, Xin, L., Leng, Keat, H., Phua, Xian, Y., & Philip. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 20(2), 321–332. https://doi.org/10.1108/IJSMS-04-2018-0028
The Nielson Company. (2011). The Digital Media Habits and Attitudes of Southeast Asian Consumers Overview. Http://Www.Nielsen.Com/Content/Dam/Corporate/Us/En/Reports-Downloads/2011-Reports/South-East-Asia-Digital-Consumer.Pdf.
Ulf. (2019). Pemda DKI Jakarta Yakin Daya Beli Warganya Melesat. CNN Indonesia.
Uzunoglu, E. and Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34, 592–602. https://doi.org/0.1016/j.ijinfomgt.2014.04.007
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
