Instagram Influencers Research Articles

Pengaruh Media Sosial Instagram dan Brand Awareness Terhadap Keputusan Pembelian di Grafika Cikole Lembang

This research aims to determine; (1) Grafika Cikole on social media Instagram, (2) brand awareness of Grafika Cikole, (3) tourist purchase decisions in Grafika Cikole, (4) the influence of social media Instagram and brand awareness on tourist purchasing decisions in in Grafika Cikole Lembang. This research is included in quantitative research with descriptive and verificative analysis whose information is collected from respondents using questionnaires and interview with informants. The population of this research is the entire tourist of Grafika Cikole. The sampling technique used random sampling of 100 respondents. Data collection techniques use questionnaires that has been tested for validity, reliability, and normality. The results of the research at the 5% significance level showed that; social media Instagram positively affects the purchasing decisions of tourists in Grafika Cikole Lembang. This is evidenced by a calculated t value is greater than the table t (4.391 > 1.984), and a significance value of 0.000 < 0.05;brand awareness positively affects the purchasing decisions of tourists in Grafika Cikole Lembang. This is evidenced by a calculated t value is greater than the table t (5.271 > 1.984), and a significance value of 0.000 < 0.05; social media Instagram and brand awareness have a positive influence on the purchasing decisions of tourists in Grafika Cikole Lembang. This is evidenced by the F value calculated > F table (52.907 > 3.09) and the significance value 0.000 < 0.05. The results of this study show that there is a positive and significant influence between Instagram social media and brand awareness on purchasing decisions by 52.2%.

The impact of @jharnabhagwani content as instagram influencer

Businesses around Instagram influencers involve using these individuals to promote products or services to their followers. Businesses collaborates with influencers in a number of ways, including sponsored posts, affiliate marketing, and brand partnerships. This research examines Influencer marketing role and the impact on social engagement. the analysis technique will be using Instagram Analytics tool. The analytics tool functioned to simplify the old literature’s formula. With using Toolzu Analytics, we don’t need to calculate with complicated formula anymore but getting a complete multi-category data. The results of study show from cosplay being seen as sexualizing hobby, socially awkward, childish, and weird, become an art activity using make-up and show a real costume dress with good crafting and make-up. It’s also a proof that content can be visually pleasing without overdose of sexualization. It is also pretty unique that despite her strong domination of cosplay content, she managed to bring trend of business, education, and vegan from her top user’s interest.

ANALISIS WEBSITE, YOUTUBE, INSTAGRAM TERHADAP CITRA ORGANISASI MELALUI KEPUASAN KONSUMEN PADA DINDIKPORA KOTA YOGYAKARTA

The purpose of this study was to analyze the influence of websites, YouTube, and Instagram on organizational image through consumer satisfaction. The research method used in this study is a quantitative method. The sample used was the teacher of DINDIKPORA with a total of 100 respondents. Methods of data collection using a questionnaire with probability sampling technique. The data analysis technique used descriptive analysis, inferential analysis and path analysis with SmartPLS 3.2.9 analysis tool. The results showed that the website had a positive and significant effect on consumer satisfaction, YouTube had no effect on consumer satisfaction, Instagram had a positive and significant effect on consumer satisfaction, the website had no effect on organizational image, YouTube had no effect on organizational image, Instagram had no effect on organizational image, consumer satisfaction has a positive and significant effect on organizational image, consumer satisfaction is unable to mediate the relationship between website and organizational image, consumer satisfaction is unable to mediate the relationship between YouTube and organizational image, and consumer satisfaction is unable to mediate the relationship between Instagram and organizational image

Unveiling the Power of Instagram Influencer Marketing: Exploring its Influence on Purchase Intentions and eWOM with Celebrity Endorsement as Mediator

This study investigates the impact of Instagram influencer marketing on consumers' purchase intentions and electronic word of mouth (eWOM), with celebrity endorsement mediating. The study utilized an online questionnaire with 318 respondents on a social media platform, employing structural equation modelling to examine direct and indirect relationships between the constructs. The research focused on Pakistani social media sites and tested seven hypotheses. The study found a positive relationship between Instagram influencer marketing and purchase intention, eWOM, with celebrity endorsement as a significant positive mediator. The study contributes to the existing literature on marketing through influencers by examining the impact of influencer marketing on various constructs, such as customer purchase intention, endorser credibility, and eWOM. The study sheds light on how influencers generate eWOM through the mediating effect of celebrity endorsement, a topic that has received limited attention in previous studies.

Social Media Strategy and Its Influence on Interest Digital Financial Transaction In The Tourism Business

Business digitalization is growing rapidly and has been widely used by business people to increase customer interest in the products they offer. The impact of these conditions is sales promotions on social media and public interest in buying products/services has increased. This study aims to find out how digital marketing people's interest in using digital transactions in tourism business , and the impact of using social media marketing strategies on individual interest in online financial transactions. The approach used in this research is descriptive quantitative with survey methods and simple linear regression analysis techniques using the theory of Computer Mediated Communication (CMC) which supports of social media variables on visiting interest. The population in this study found 851,000 people who were followers of the Instagram account @explorebandung social media. By using non-probability sampling purposive sampling, the research sample obtained is 100 people. The results showed the influence of social media Instagram accounts on interest in tourist visits in Bandung. This study has successfully proven that social media strategy has an effect on people's interest transactions in tourism business.

Teaching effective Instagram marketing strategies using an experiential learning project for cotton fibres and textiles

ABSTRACT Social media and social media education has permeated fashion merchandising programmes. At the same time, social media influencers have become an essential marketing and advertising strategy for fashion brands to reach consumers. Traditional educational models, such as classroom lectures and textbooks help expose students to theoretical learning outcomes, but they can lack real-world applications, problem-solving, and self-reflection. Therefore, this paper introduces an experiential learning project that provides students real-world applications regarding social media influencer marketing as ‘lived experiences’. Specifically, the project provided students with an opportunity to become an Instagram influencer by creating unique and engaging content for cotton fibres and textiles. An experiential learning model was used as the framework for this project and assisted in the creation of a student competition. Through the project’s four-stage process, students demonstrated positive learning outcomes, skills, and knowledge relevant to social media, social media influencers, and fashion marketing.

The Influence of Instagram, Brand Image, and Price on Online Purchase Decisions

This paper aimed to examine the impact of social media Instagram, brand image, and price on online purchasing decisions on SME customers. The sample size in this study was 100 respondents from Atthahirah Clothing's customers. Structural Equational Modeling (SEM) with SmartPLS 3.0 program was used as the analysis technique. The results show that the use of Instagram has no significant effect on online purchasing decision, also consumers do not consider brand image when they make online purchasing decisions. Meanwhile, price positively affects online purchasing decisions. In conclusion, the biggest motivation for Atthahirah consumers in making online purchasing decisions is price. Therefore, pricing is important in determining online purchasing decisions for hijab fashion SMEs consumers.

The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018–2020: a retrospective digital ethnography

BackgroundGlobally, there has been a decline in breastfeeding rates. This has resulted in increased infant mortality due to infectious diseases and inappropriate feeding practices. The aggressive marketing of breastmilk substitutes (BMS) by manufacturers has contributed, in part, to these declines. With the progressive use of social media, marketing has shifted from traditional methods to the use of influencers, who command a huge following on their social media accounts and influence the daily decisions of their followers. This study investigates the infant feeding methods and associated products promoted by South African influencers in relation to crying and sleeping and their followers’ responses.MethodsThis was a retrospective study, which used a mixed methods digital ethnographic approach to analyse posts related to infant feeding methods that were made by seven South African Instagram influencers between the period of January 2018 to December 2020. Framing analysis was used to analyse qualitative data and quantitative data were analysed descriptively.ResultsFrom the 62 posts that were analysed, 27 were sponsored advertisements (some violating local regulations) and 35 posts promoted breastfeeding. The 18,333 follower comments and 918,299 likes in response to the posts were also analysed. We found that influencers presented BMS products as a solution for a child who cries a lot and has trouble sleeping. BMS were framed as helpful for children who are seemingly always hungry and dissatisfied with breastmilk alone. The study also found that some influencers promoted breastfeeding on their Instagram pages. Unlike BMS posts, breastfeeding posts were not sponsored. With a few exceptions, followers tended to support and reinforce the framing of influencers.ConclusionStiffer regulations should be enforced against companies using influencers to promote infant formula and other BMS products, with proactive monitoring of social media. Professionals giving advice contrary to the guidelines from the WHO should be reported according to Regulation 991 and made accountable. Proactive engagement with Instagram influencers to promote breastfeeding should be considered.

Compliance With the US Food and Drug Administration's Guidelines for Health Warning Labels and Engagement in Little Cigar and Cigarillo Content: Computer Vision Analysis of Instagram Posts.

Health warnings in tobacco advertisements provide health information while also increasing the perceived risks of tobacco use. However, existing federal laws requiring warnings on advertisements for tobacco products do not specify whether the rules apply to social media promotions. This study aims to examine the current state of influencer promotions of little cigars and cigarillos (LCCs) on Instagram and the use of health warnings in influencer promotions. Instagram influencers were identified as those who were tagged by any of the 3 leading LCC brand Instagram pages between 2018 and 2021. Posts from identified influencers, which mentioned one of the three brands were considered LCC influencer promotions. A novel Warning Label Multi-Layer Image Identification computer vision algorithm was developed to measure the presence and properties of health warnings in a sample of 889 influencer posts. Negative binomial regressions were performed to examine the associations of health warning properties with post engagement (number of likes and comments). The Warning Label Multi-Layer Image Identification algorithm was 99.3% accurate in detecting the presence of health warnings. Only 8.2% (n=73) of LCC influencer posts included a health warning. Influencer posts that contained health warnings received fewer likes (incidence rate ratio 0.59, P<.001, 95% CI 0.48-0.71) and fewer comments (incidence rate ratio 0.46, P<.001, 95% CI 0.31-0.67). Health warnings are rarely used by influencers tagged by LCC brands' Instagram accounts. Very few influencer posts met the US Food and Drug Administration's health warning requirement of size and placement for tobacco advertising. The presence of a health warning was associated with lower social media engagement. Our study provides support for the implementation of comparable health warning requirements to social media tobacco promotions. Using an innovative computer vision approach to detect health warning labels in influencer promotions on social media is a novel strategy for monitoring health warning compliance in social media tobacco promotions.

The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest

The increasingly rapid development of the business sector in the era of digitalization has an impact on increasingly tight business competition, especially in the city of Pekanbaru. This requires business actors to be able to compete and attract the attention of consumers to be interested in buying products so they are not left behind. One way that business actors can do to face the increasingly competitive competition is through the formation of a positive brand image and the utilization of social media Instagram as digital marketing which is expected to influence consumer buying interest. The aim of this study is to analyze the influence of brand image and social media Instagram on consumer buying interest. Simple random sampling was used as the sampling method of this research by taking data through questionnaires from 120 respondents. SEM (Structural Equation Model) in AMOS 26 was used to analyze the data. The analysis results show that brand image and social media Instagram significantly influenced consumer buying interest. In addition, it was also found that social media Instagram significantly influenced brand image.

The Effect of Instagram Influencer Ads on Female Students’ Purchasing Behavior at Jordanian Universities

The study aimed to identify the impact of Instagram influencers' ads on purchasing behavior of Jordanian university students, an electronic questionnaire was distributed to an equal quota sample of 450 female students at at Yarmouk University, the University of Jordan, and Mutah University. The study found that the largest percentage of respondents (40%) follow the pages of influencers for an hour to less than two hours, and that most products advertised through influencers via Instagram are interested in clothes, and the most prominent elements of attention included in influencers' ads were natural and realistic images of the product. The most interesting elements of influencers' ads were the logic and accuracy of the information in proportions and figures about the advertised product, while the most prominent influential elements in creating a desire for the respondents were: Clarifying the price of the product in the advertisement, and the percentage of respondents who buy the advertised products (43.8%), and the lack of confidence in the products advertised by influencers is one of the most prominent reasons for not buying for them.

Disclosing Instagram Influencers’ Advertising: The Effect of Source Credibility Cues on Millennials’ Behavioral Intentions

The purpose of this study is to investigate the effect of source credibility cues (attractiveness, trustworthiness, expertise, and homophily) on the online buying intention of millennials who are using Instagram. Another goal of this study is to measure the effect of para-social interaction (PSIs) on consumer buying intention and also to evaluate its moderating role in the relationship between source credibility cues (SCC) and consumer buying intention.

Flawed public diplomacy: when Croatia Instagram Riviera narrative destination branding ignores dark tourism amateurs

PurposeThis article tackles Croatian public diplomacy, destination and nation branding vis-à-vis an emerging Instagram trend to publish dark tourism related pictures sometimes using the official hashtag CroatiaFullOfLife; hence, poking Croatia tourism development accounts, which promote the country as merely a Riviera destination, and deletes the memories of Yugoslavian and Second Independence wars. Such a monolithic, shortsighted and amnesic destination branding strategy neglects alternative public tourism and public diplomacy opportunities.Design/methodology/approachThe article may improve the understanding of the links between the concepts of Public Diplomacy, nation and destination branding through an exploratory study of dark tourism amateurs experiences in Croatia, documented by pictures published on Instagram, the key digital social media for destination branding. It also outlines the history of Croatian tourism and government's efforts in promoting the overwhelming image of a sunny sea destination since the launching of the “Croatia Full Of Life” destination branding campaign in 2015. The study compares what and how dark tourism amateurs and Croatian main social media influencers publish contents destined to foreign publics.FindingsCroatia's official PR strategies and Instagram accounts ignore the increasing interest of foreign tourists, local younger generations and artists in abandoned places and Yugoslavian and Homeland War heritage monuments. These “light dark chiaroscuro” places are nowhere to be seen on Croatia's official Instagram account. Croatian government fails to embrace some aspects of the nation identity and to take advantage of Instagram trends and niche dark tourism influencers to boost and enrich its public diplomacy and the memorialization process of the darkest aspects of its past.Originality/valueThis research suggests that international Instagram influencers as well as local photographers, artists and history amateurs promote many shades of light–dark chiaroscuro tourism approaches. Their posts tell new narratives about the past and its memorialization, far from the silence and denial promoted by Croatian official Instagram accounts. Mainstream IG Croatian lifestyle marketing influencers and institutional accounts consistently shows beaches, blue waters and bikinis strictly respecting a monolithic, shortsighted and amnesic destination branding strategy. This study shows that some destination and nation-branding strategies could hinder rather than enhance public diplomacy.

Does polarizing personality matter in influencer marketing? Evidence from Instagram

Social media platforms have become more polarizing with the emergence of polarizing influencers. This research investigates how polarizing influencers can improve the effectiveness of brand-posts with the help of three experiments and field-data from Instagram. The results of the first experiment suggest that the polarizing nature of the communication source triggers defensive motivated reasoning among fans, even when the message being communicated is non-polarizing. This, in turn, has downstream consequences on post engagement and purchase intention. Analysis of 779 brandposts of Instagram influencers suggests that the polarization effect on post engagement is stronger for mega (vs. macro) influencers. By exploring the role of motivated reasoning, this research expands our understanding of the factors that drive consumers to engage with brand content on social media. The findings suggest that marketers can take advantage of the existing polarization among online users regarding polarizing influencers to enhance the effectiveness of their brand communication.

Instagram influencers in Kuwait: A persuasion knowledge perspective

Although many studies have investigated the effectiveness of social media influencers in brand campaigns, very few of these studies have been conducted in the Middle East region. To address this gap in the literature, this study examines Instagram influencers in Kuwait. The authors develop an integrated conceptual framework based on the persuasion knowledge model to explore factors related to persuasion knowledge, topic knowledge and agent knowledge. A 2 × 2 × 2 factorial design is utilised to explore the effects of persuasion knowledge, influencer–product congruence and parasocial relationship on perceived post credibility, influencer credibility, sharing intention, brand interest and purchase intention. The effects of influencer–product congruence on sharing intention, brand interest and purchase intention are found to be significant, as are the effects of parasocial relationship on advertisement credibility, influencer credibility, brand interest and purchase intention. In addition, persuasion knowledge is found to moderate the effects of influencer–product congruence and parasocial relationship.

KONTRIBUSI MEDIA SOSIAL ONLINE SEBAGAI SARANA PROMOSI PADA PRODUK MERV INDUSTRIES DI DESA KEPUH KABUPATEN SUKOHARJO

The purpose of this study was to determine the influence of social media contributions WhatsApp, Facebook, and Instagram as a means of promotion of Merv Industries products. Then it aims to find out which social media has the most dominant influence as a promotional tool for Merv Industries products. This study used quantitative methods, collecting data through interviews and questionnaires. As for the population in this study are all consumers / product customers at Merv Industries. The sample was determined as many as 100 customers using the Cooper and Schindler methods. The COVID-19 pandemic has had a major impact on all aspects and sectors in people's lives, especially in the economic sector, resulting in many layoffs and a decrease in the number of buyers. To overcome the decline in the number of buyers, choosing to use marketing through social media is the main choice made by business actors. The results of the research based on the results of data processing show that partially or simultaneously there is a positive and significant influence on WhatsApp, Facebook and Instagram variables as a means of product promotion at Merv Industries. Then it is known that whatsapp has the most dominant influence as a means of product promotion at Merv Industries. The means of product promotion at the convection company Merv Industries are influenced by WhatsApp, Facebook and Instagram by 70.30%. While the rest, namely 29.70%, is influenced by other variables outside the variables examined in this study, including; service quality, company location and price discount.

INSTAGRAM INFLUENCERS AS PREDICTORS OF CONSUMER PURCHASE INTENTION TOWARDS FASHION PRODUCTS IN JAKARTA, INDONESIA

Objective: The objective of this study is to determine the effect of perceived originality, perceived uniqueness, and source credibility of accounts owned by Instagram influencers on consumers’ purchase intention of fashion products in Jakarta, Indonesia Methodology: An online survey was administered to online Instagram users in Jakarta, Indonesia. Descriptive, correlation and regression analysis were used as statistical tools to analyse the data and to test the hypotheses. Results: Perceived originality, perceived uniqueness and source credibility have significant and positive relationship on purchase intention of purchase products in Instagram. Moreover, perceived originality is the best predictor of purchase intention among respondents of this study. Implication: This study presents a conceptually yet empirically supported framework to describe the significance of perceived originality, source credibility and purchase intention in fashion products. The study is specifically useful for Instagram influencers as it helps identify which characteristics that they should show to cultivate purchase intention among people aged 18-34.

EFEKTIFITAS KOMUNIKASI ONLINE DALAM PENYEBARAN HATE SPEECH DI MEDIA SOSIAL INSTAGRAM GOFAR HILMAN

This study aims to analyze the effectiveness of online communication in the spread of hate speech on social media. In conducting this analysis, the researcher uses a qualitative research method, the Semotika method, which is a research that describes the situation on Instagram social media. hate is an expression that shows people from certain social groups who express differences, race, national origin, religion, and gender. Based on the results of research that has been done on Instagram influencers, it is stated that hate speech against influencers on Instagram social media is caused by interactions carried out by accounts that create controversy against these influencers. In addition, social media also provides and forms new ways of communicating and contributes to providing a choice of positive content in the midst of the chaos of existing information. From the use of social media, there are also many kinds of sources of knowledge

Impact Of Social Media Influencers’ Credibility on The Purchase Intention: Reference to The Beauty Industry

Purpose: The role of social media influencers is growing in importance, due to their ability to effectively influence. In addition, marketers have identified Instagram as the most important social media channel for influencer marketing, while the concept of credibility has always been significant in the field of influencer marketing. While a few studies have recently focused on how social media influencers influence consumer purchase behavior, research that specifically focuses on influencer credibility and its impact on purchase behavior is still scarce. Therefore, the purpose of this study is to investigate the impact of influencer credibility on the purchase intention of beauty products in Sri Lanka.&#x0D; Design/methodology/approach: Quantitative study was conducted using the survey method. The sample consists of 150 Instagram users between the ages of 18 and 34 who live in Colombo, Sri Lanka. To empirically test the conceptual model, single and multiple regression analyses were used. &#x0D; Findings: Results suggest that there’s a positive impact of credibility dimensions towards purchase intention and the most impactful credibility factor towards purchase intention is “trustworthiness”&#x0D; Originality: This research contributed to the current debates about the credibility of social media influencers. Furthermore, this study focuses on the impact of Instagram influencer credibility dimensions, which is still scarce. So, the current paper fills a gap in the limited existing literature on the credibility of social media influencers on purchase intention, with a focus on the beauty industry in the Sri Lankan context.&#x0D; Implications: The findings assist marketers and advertisers in the fashion industry in understanding how influencer marketing affects consumer purchase intent. Additionally, this provides important insights to influencers in order for them to be successful influencers.&#x0D; Keywords: Social media influencers, Influencer Marketing, Instagram Influencers, Influencer Credibility, Beauty Industry.

Instagram Influencers Credibility Dimensions and Purchase Intention of Followers: Empirical Evidence

The advent of SMIs has primarily altered the means business connect with their prospects and customers. Currently, many SNSs enables SMIs to endorse the products, share opinions, provide feedback, and communicate with their followers either publicly or privately. This research aims to determine the mediating effect of loyalty of followers towards the influencer and ascribed opinion leadership on SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship from the perspective of Instagram users in India. To measure the objective, the study acquired responses from 250 Indian Instagram users in the age group of 18-24. Results indicated that the purchase intention of followers is positively influenced by expertise, trustworthiness, ascribed opinion leadership, and loyalty of followers towards the influencer dimensions. Here, ascribed opinion leadership and loyalty of followers towards the influencer acts as an effective arbitrator between SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship. The study suggests that before engaging SMI to promote the brand, the companies should understand the perception of followers towards the influencer in terms of expertise, attractiveness, and trustworthiness dimensions.