Integrating Characteristics of Indonesian Female into Virtual Influencers for Ai-Based Marketing Strategies to Support SDG 9: Promoting Innovation in Social Media Marketing

Abstract

Objective: This study explores how the characteristics of Indonesian female virtual influencers are integrated into AI-based marketing strategies through storytelling-driven narratives on social media. Method: A qualitative case study approach was used, focusing on four virtual influencers: @arbie_seo, @lav_caca, @hai.veronika, and @lentaripagi. Data were collected through observation and in-depth interviews to analyze how these influencers' characteristics, including facial features, cultural backgrounds, and professional roles, are integrated into their marketing strategies on social media. Results and Discussion: The study found that two influencers reflect Javanese and Sumatran features with brown skin tones, while the other two are mixed-ethnicity Indonesian (Sundanese)-Dutch and Indonesian (Sundanese)-Korean. Their roles as dangdut singers, students, models, and explorers are strategically crafted to appeal to different audiences. Their marketing strategies utilize social media trends, virality, shareable content, and sexual appeal, with casual Indonesian language playing a significant role in engaging audiences. The uniqueness of each influencer's character was identified as the main driver behind their marketing success. Research Implications: The findings suggest that incorporating cultural and physical characteristics into virtual influencers enhances their effectiveness in AI-driven marketing. This underscores the importance of cultural authenticity and character uniqueness in Indonesian digital marketing. Originality/Value: This research contributes to understanding how virtual influencers embody cultural identities to resonate with local audiences, offering new insights into the intersection of technology, culture, and marketing in Indonesia.