Social Media Influencers Involvement in the Digital Campaign in Indonesia

Abstract

Social Media Influencers involvement become a separate phenomenon in digital marketing activity carried out by brands in Indonesia, especially to attract consumer awareness. This study aims to explore the process of communication involving the involvement of Social Media Influencers in digital marketing campaign activities in Indonesia. The research method used is qualitative by conducting an In-Depth interview with 10 informants that work as brand communication or practitioner in the PR Agency whoever involved Social Media Influencers in their digital marketing campaign activities. This research used three phases of data analysis according to Miles and Huberman: Reduction Data, Display Data, and Conclusion Drawing. The results show that in the communication process of Social Media Influencers in the campaign of digital marketing activities are as a medium or channel to inform campaign messages and their role is to reach awareness, engagement and expecting to the purchase intention of the audience.