Presentasi diri influencer dalam product endorsement di instagram

Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies)

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Field Value
 
Title Presentasi diri influencer dalam product endorsement di instagram
Presentasi diri influencer dalam product endorsement di instagram
 
Creator Irnando, Kautsar
Irwansyah, irwansyah
 
Description 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.
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.
 
Publisher Faculty of Communications Science, Dr. Soetomo University
 
Date 2021-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ejournal.unitomo.ac.id/index.php/jsk/article/view/2649
10.25139/jsk.v5i2.2649
 
Source Jurnal Studi Komunikasi; Vol 5 No 2 (2021); 509-532
2549-7626
2549-7294
10.25139/jsk.v5i2
 
Language eng
 
Relation https://ejournal.unitomo.ac.id/index.php/jsk/article/view/2649/1950
 
Rights Copyright (c) 2021 Jurnal Studi Komunikasi
http://creativecommons.org/licenses/by-sa/4.0
 

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