Large Number Of Followers Research Articles

Media Sosial Instagram Influencer Adnan Abdillah sebagai Media Promosi Brand Fashion

This research aims to educate social media users to be positive if used properly and correctly, by following the current fashion developments can produce useful ones, current technology is developing more rapidly can provide information with various purposes such as exchanging information, people are able to interact without the need for face-to-face. Currently, social media is not only exchanging information but can be used as a marketing tool, advertising in social media is widely used today. Because of this, influencers have emerged, namely social media users with a large number of followers or followers, not all can be called influencers, only some people who have uniqueness in creating content or posting unique things, as nowadays most influencers create content using unique and trendy fashion to attract the attention of their followers.

Pemanfaatan Key Opinion Leader (KOL) Brand Scarlett Whitening dalam Pemasaran Digital Pada Generasi Z

In facing the rapidly developing digital era, Scarlett Whitening has succeeded in combining traditional business principles with digital marketing methods. One important approach taken is through collaboration with Key Opinion Leaders (KOL) on various social media platforms, such as Instagram and TikTok. With appropriate KOL support, Scarlett Whitening succeeded in reaching generation Z, its main target market, with a more personal approach and in line with brand needs. This research aims to analyze the use of KOL brand Scarlett whitening in Generation Z. The research was conducted using a descriptive qualitative approach. Research data comes from search results in various digital databases and literature reviews. The research results show that by utilizing Key Opinion Leaders (KOL) in digital marketing strategies, Scarlett Whitening has succeeded in aligning the use of KOLs in its digital marketing strategy, such as through collaboration with KOLs who have significant influence and reach among the younger generation. The selected KOLs are not only popular because of their large number of followers, but also the content they present is of high quality and suits the interests and needs of the target market. Scarlett Whitening's main target market is teenagers aged 15-34 years, namely Generation Z, who have a tendency to be very familiar with digital technology. With a more personal approach and in line with the needs of the target market, Scarlett Whitening has succeeded in reaching generation Z with quality content that suits the interests and needs of the target market. The content produced by KOL for Scarlett Whitening often contains product reviews, usage tutorials, and testimonials from consumers. Through this content, information about the quality, safety and effectiveness of the Scarlett Whitening brand can be conveyed in an authentic and convincing way to potential consumers.

Analisis Personal Branding Studi Kasus Pada Akun Instagram @AALIYAH.MASSAID

Personal branding is the process of forming perceptions through one's personality, character and uniqueness to then be wrapped into an identity that has more strength compared to others by creating a positive image of its followers which is made into a marketing tool, Instagram is used as a place for self-branding, there is Instagram creating a new phenomenon among the public which is commonly referred to as Instagram celebrity or celebrity, celebrity is someone who has a fairly high popularity on Instagram, namely by having a large number of followers (followers) in large numbers of hundreds or even millions. This study uses the SMCR communication method, namely Source, Massage, Channel, Receiver. The approach used in this research is descriptive qualitative. The results of this study indicate that a celebrity needs to personalize their own branding in order to get a positive image of their followers and the personal branding that is built can be an opportunity to work with brands or products and the influence of personal branding is very important on the engagement of a celebrity.

Analisa Ekonomi Media Radio Gen 103,1 FM

As conventional media, radio must be able to adapt and innovate to continue to attract audiences and maintain its business. One that is considered capable of adapting in the era of digitalization is Gen 103.1 FM, a radio in Surabaya managed by PT. Mahaka Radio Integra Tbk. Based on Nielsen data in January 2023, Gen FM has the largest exclusive listeners compared to other radio stations with the "young" segmentation (aged 20 - 34 years). Apart from that, when compared to other radio stations in Surabaya, Gen 103.1 FM is better able to adapt and take advantage of the digitalization era to improve its business economy. This is not only proven by its large number of followers (13,100), but also by its more varied social media advertising offerings compared to other radio stations. Therefore, it is important to know what Gen 103.1 Fm's business model is so that other radio stations in Indonesia can follow which are now starting to lose listeners. To analyze the Gen 103.1 FM digital radio business model, several literature reviews were used, namely media economics and radio media company business models with qualitative descriptive methods used. Data collection in this research can be collected using in-depth interview techniques with Gen 103.1 FM employees and direct observation of the business model implemented. From the results of this research, it is known that Gen 103.1 FM has a digital economic business model that is strong and different compared to other radio stations.

Incentive Designs for Stackelberg Games with a Large Number of Followers and their Mean-Field Limits

Incentive Designs for Stackelberg Games with a Large Number of Followers and their Mean-Field Limits

From Likes to Buys: A Case Study on the Influence of Influencer Marketing on Consumer Decision Making

Today, hundreds of millions of people are using social networks every day on a regular basis. Social media users trust and inspire the people they follow, so it may be a good idea for businesses to reach out to those celebrities with a large following and high engagement rate on social media. By partnering with influencers, it is easier to get the products and services in front of as many people as possible, which can improve the conversion rate. Influencer marketing helps in promoting your product and brand, however it not a full proof this strategy will work for every business. If a business looking for a way to enter social media marketing than influencer marketing can be a strategy worth exploring. Influencer marketing refers to companies that partner with individuals who have a significant presence on social media and have a large number of followers, to market their products and services. Influencers come in five different sizes—nano, micro, medium, macro, and mega—depending on how many followers they have: 1. Nano influencers : less than 10,000 followers. 2. Micro influencers : from 10,000 to 50,000. 3. Medium influencers : from 50,000 to 100,000. 4. Macro influencers : more than 500,000. 5. Mega influencers : over one million followers.(Yamashita, 2016) What is Digital Marketing? Digital marketing is becoming a fundamental and important element of all business models weather it is a small, medium or a large business models. Digital marketing is different from traditional marketing. It can segment and target a specific group of consumers and communicates with them so has to make the impact the communication more effective. It also saves time and energy and helps optimum utilisation of resources.

Social Media Managers’ and Journalists’ Role in Maintaining Local Wisdom in A Mediatized Rural Area

<p class="Default"><strong>Introduction:</strong> This study explores on how social media managers and journalists in Tulungagung narrating ‘Aksi 212’ (Action 212) protests. Social media managers and journalists are the actors who have an active role in producing, constructing and sharing information. The solidarity protests and the news about ‘Aksi 212’ had appeared in various media and regions in conflicting narratives. However, there was no news nor any solidarity protest occurred in Tulungagung.</p><p class="Default"><strong>Methods:</strong> This study applies digital ethnography to examine five media that keep updating their posts and interview six journalists and media managers who have a large number of followers in Tulungagung.</p><p class="Default"><strong>Findings: </strong>The social media managers and journalists avoid any information that may bring a potential conflict, eventhough it becomes a national issue. On the date of the ‘Aksi 212’, the @radar_tulungagung and @hits_tulungagung accounts did not share any posts. Meanwhile, the @jtv_tulungagung, @kacamata_tulungagung and @tulungagung_sparkling uploaded local news. The social media managers and journalists provide information in accordance with the local wisdom--the harmony and togetherness--as they realize the legal and social consequences.</p><strong>Originality:</strong> The previous mediatization studies focus on the role of the media as institutions and examine the ‘Aksi 212’ in the context of political conflict. This study examines the ‘Aksi 212’ by using the socio-constructivist approach to understand the mediatization from the perspective of the rural society, that upholds the local wisdom in their media engagement and observes the society’s practice in utilizing media.

Komunikasi Pemasaran Sampoerna Hijau Dalam Poster Untuk Memperluas Sektor Daya Beli Konsumen

The main goal of marketing communications is to increase sales and build strong relationships with customers. This can be proven by the increasing number of new entrepreneurs emerging, especially entrepreneurs operating in the fieldmarketing on line. One of them is a product accountcigarette ieSampoerna Green. Sampoerna Green known as a manufacturerkretek type cigarettes which has long been known to the Indonesian people.This type of research uses a qualitative descriptive research approach. Qualitative research methods are research that aims to understand the phenomena experienced by research subjects, for example behavior, perceptions, motivations, actions and so on in a holistic manner. In practice, marketing strategies via Instagram accounts such as those carried out by the Sampoerna Hijau account have indeed mushroomed on social media, not only carried out by accounts with large numbers of followers, but also Instagram accounts with less than 100 thousand followers. carry out advertisements by using figures or artists who are considered capable of conveying their communication messages. Sampoerna Hijau is very aggressive in building branding to become Kretek Cigarettes which are described as having closeness between friends or companions. Sampoerna Hijau really understands how to build emotions in the audience or consum.

Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.

The Impact of Large-scale Media on Online Marketing

This study aims to explore the relationship between large-scale media (referring to individuals or companies with a large number of followers on social media) and marketing, and to utilize the influence of large-scale media to increase product sales and brand exposure. Specifically, the paper first introduces the concept of centrality, including degree centrality, closeness centrality, and betweenness centrality, as well as their applications in social networks. Then, this study regards large-scale media as nodes in the social network and proposes the centrality concept of large-scale media. Next, this study analyzes the influence and propagation effects of large-scale media in the social network, thereby highlighting the importance of large-scale media in marketing activities. Finally, through empirical analysis, the paper verifies the positive impact of the centrality of large-scale media on product sales and brand exposure. The findings of this study suggest that marketing professionals need to pay more attention to the role and value of large-scale media, and strengthen cooperation with large-scale media in marketing strategies. At the same time, this study proposes suggestions for optimizing marketing strategies using centrality methods, such as finding and cooperating with large-scale media with greater influence, and establishing a relationship network with central nodes. These suggestions can help improve product sales and brand exposure, thus bringing better business benefits to enterprises.

TikTok Influencers: How age affects popularity

TikTok has become one of the most popular social media apps today, its user-generative nature allows anyone to upload videos onto the platform with the potential to become famous. This gives rise to TikTok influencers, and content creators with a large number of followers on TikTok. This paper offers a qualitative study on how the age of TikTok influencers affects their popularity through a literature review and TikTok content analysis. The research result reveals that younger TikTok influencers are more popular than older TikTok influencers. This difference in popularity is a result of the different nature of their video content and ways of presentation. Compared to older influencers, younger influencers tend to have greater content diversity, better technological skills to generate videos with more captivating effects and presentation style, and higher compatibility with TikTok’s user demographics. Furthermore, due to the generation gap between young and old people, the predominately young social media users tend to discriminate against older content creators on the platform, causing them to have more difficulties in gaining popularity.

Assessment of Brand as Economic Value Asset

This study aims to explore how to create economic value for a brand and determine the competent authority responsible for its valuation. The assessment of economic value, especially for brands, requires special provisions and regulations regarding Intellectual Property Rights (IPR). Trademark rights are valuable assets that need to be recognized as such. Technological advancements have spurred economic growth in the creative industry, leading to competition in creating valuable and useful works. A brand serves as an identity, feature, icon, and representation of a product. Its economic value and popularity increase significantly when used by individuals with a large number of followers. To protect the brand’s recognition, it must be officially registered, preventing others from easily claiming it as their own. However, currently, there is no specific government regulation governing the economic valuation of a brand. Therefore, it becomes essential for the government to play a role in regulating this aspect. Regulations concerning the economic valuation of a brand become crucial when the brand is utilized as collateral for debt, becomes subject to disputes, or is considered as an asset in the event of bankruptcy. The research adopts a normative juridical approach, examining theories, principles, and related regulations relevant to the topic. Additionally, a quantitative method is used to analyze social reality and human behavior objectively and measure them based on the existing problems in this area.
 Keywords: brand, economic value, guarantee, asset

Challenges and Benefits of Social Media Influencers for Adolescent Health – A Scoping Review

Abstract Background Social media has become the primary source of entertainment, information, and news for adolescents. Influencers play a key role in this new information environment as content providers, with a large number of followers. While they can motivate and inform young people about health topics, they may also share questionable information driven by commercial interests. This scoping review aims to synthesize existing literature on the benefits and challenges influencers represent for adolescents’ health. Methods The review followed the PRISMA-ScR approach, with predetermined databases, inclusion and exclusion criteria, and a search string developed. The review produced 1699 items, and after duplicate removal, title, abstract, and full-text screening, 51 articles were included. Along the topic of adolescents’ health and social media influencers, prevalent benefits and challenges were synthesized from the 51 articles. Results Identified challenges (n = 41) revolved around regulating influencer marketing, adapting laws to social media environments, enforcing existing laws, and strengthening social media literacy among adolescents and professionals. Benefits (n = 21) included tailoring health campaigns to social media environments and target groups with influencers and using the authenticity and trustworthiness of influencers to increase range and engagement with health information. Conclusions Most challenges focus on regulation and policy efforts rather than harnessing the advantages of influencers for health campaigns on social media. Health professionals need to expand and adapt their skills and content to cater to these new information environments. Key messages • Introducing and enforcing policies to regulate influencers and to increase media literacy among adolescents and professionals pose major challenges. • Influencers are capable of providing authentic and trustworthy channels, as well as expertise, for social media health campaigns.

Influencers and the Purchase Decision: A Correlation in the Personal Care Products Sector

Nowadays, influencers have become a fundamental part of innovative marketing strategies in global brands and companies. Since the emergence of social networks, they have become more relevant in these virtual spaces where Millennials have become the main protagonists, causing personal care brands to direct their efforts towards these new strategies. Within this context, the objective of this research is to determine whether there is a relationship between influencers and the decision to purchase products in the personal care market through the social network Instagram, in Lima, the capital of Peru. The research is applied with a quantitative approach, correlational in scope and non-experimental in nature. The survey was used as a research technique and the questionnaire as a data collection instrument with Likert scale questions, to assess reliability a Cronbach's Alpha of 0.810 was obtained, the sample consisted of young people aged 18 to 25 years and the fieldwork was conducted through social networks. The results show a significant correlation between influencers and the decision to purchase personal care products, with a Spearman's Rho of 0.309. In addition, it was also revealed that 38% of the respondents considered that a large number of followers was not enough to determine the credibility of an influencer. Finally, it was possible to verify that the alternative hypotheses were accepted and that there is indeed a relationship between influencers and the purchase decision. It can be concluded that influencers are considered an important source of information, they determine the purchase decision in well-positioned companies and enterprises, but this depends a lot on the impact of their speech; it is also concluded that many speeches reduce their relevance because they do not feel sincere and show only the purpose of selling.

Identify the effect of government regulations on the live streaming e-commerce

PurposeOn December 20, 2021, Viya, a social media influencer (SMI) with the largest number of followers in China, was exposed for having evaded RMB 643 million in taxes during 2019 and 2020. Consequently, she was fined a total of RMB 1.341 billion by the tax authorities. While the strict government regulations demonstrated in the Viya event may build confidence in the consumers for future purchases, the exposure of issues and problems through implementation of the stronger government regulations may warn consumers off. Thus, the main objective of this paper is to examine the effect of government regulations on consumers' usage intentions of live streaming e-commerce by taking the Viya event as an example.Design/methodology/approachThe authors consider both the positive effect of consumers' perceived benefits of the government regulations and the negative effect of their perceived risks of the Viya event on the usage intentions of live streaming e-commerce. After collecting 314 subjects with diverse gender, ages, education levels and income profiles, the data are processed by partial least squares-based structural equation modeling (PLS-SEM) and SmartPLS software.FindingsThe results demonstrate that strict government regulations can build trust in consumers of live streaming e-commerce by increasing the perceived benefits of restricting the behavior of SMIs. Among the potential perceived risks (social risk, safety risk and psychological risk), the safety risk is supported to have a negative effect on consumers' trust in live streaming e-commerce platforms. Besides, the authors have also identified different types of usage intentions in live streaming e-commerce, i.e. watching intention and purchase intention, and have empirical support for the positive relationships between the consumers' trust in live streaming e-commerce platforms and different usage intentions.Originality/valueThe authors' findings contribute to the application of commitment-trust theory, institutional theory and organizational control theory in the context of the live streaming e-commerce industry. Particularly, the authors use the Viya event as an example to quantitatively examine the effects of strict government regulations, which enriches the existing literature on this topic.

Transformation of Religious Fundamentals for Students in Religious Studies at Balai Pengajian Guru Sekumpul, Pidie Regency

Religious diversity is one of the significant aspects of Indonesian society. Among the various religions practiced in Indonesia, Islam has the largest number of followers. In this context, Islamic boarding schools or "pondok pesantren" and religious madrasas play a crucial role in strengthening the fundamental understanding of religion for the young Islamic generation, commonly known as "santri." One of the Islamic boarding schools that actively contributes to the development of religious knowledge among santri is BP Guru Sekumpul, located in Pidie Regency, Aceh. In this article on Community Service, I will discuss the community engagement activities conducted at BP Guru Sekumpul in Pidie Regency, Aceh, which aim to deepen the basic understanding of religion among santri in Aceh Pidie.

The influence of celebrities on the conspicuous consumption of Saudi youth

This study aims to assess the influence of celebrities on the conspicuous consumption of Saudi youth. A descriptive study using a social survey method with 309 randomly selected Saudi students was conducted. A questionnaire was used to gather data. The model included 36 questions. The study utilized the Likert scale, SPSS statistical software, mono-variation analysis, the least difference (LSD) test. The assessment of the sample demographic variables shows that the research population is diversified. The results showed that the most prominent areas of conspicuous consumption for youths were buying clothes, perfumes, cosmetics, and jewelry (the average was 2.70 out of 3). It was also concluded that the major way that celebrities use to present products to the audience is the indirect marketing method (the average was 2.87 out of 3). The main reasons behind youth following celebrities were the celebrity’s attractiveness and a large number of followers (the average was 2.89 out of 3). The manifestations of celebrities’ influence on youths were apparent in their conspicuous consumption as the youths were interested in being the first to buy the products announced by celebrities, which gave them a sense of distinction compared to their friends (the average was 2.89 out of 3). Unplanned purchases were the main difficulty that youth faced in regard to budget management (the average was 2.75 out of 3). The study recommends intensifying awareness of rationalizing consumption and eliminating the negative values of conspicuous consumption among Saudi youths. AcknowledgmentInternational Review Board (IRB) Statement: IRB Registration Number with KACST, KSA:H-01-R-059 Informed Consent Statement: Informed Consent was obtained from all subjects involved in the study.This research project was funded by the Deanship of Scientific Research, Princess Nourah bint Abdulrahman University, through the Program of Research project Funding After Publication, grant No (PRFA-P-42-6).

Comparing and self-objectifying: The effect of sexualized imagery posted by Instagram Influencers on women’s body image

Influencers are prominent figures on social media with a large number of followers who promote products, companies, and/or lifestyles. Some Influencers endorse lingerie and bikini products and there is growing concern about the overtly sexualized nature of the imagery they post to social media. This study aimed to experimentally examine the impact of exposure to images of female Influencers dressed in either fashionable clothes (fashion condition) or in lingerie/bikini garments posed in a suggestive manner (sexualized condition) on women’s negative mood and body dissatisfaction relative to control (fashion products). Young women (N = 230, aged 17–25years) were recruited online and randomly allocated to one of the conditions. They completed pre/post state measures of mood and body dissatisfaction, as well as measures of state appearance comparison and self-objectification. Planned comparisons revealed that viewing images of Influencers led to greater negative mood, body dissatisfaction, self-objectification, and appearance comparison than viewing control images. Viewing sexualized images also led to greater negative mood, body dissatisfaction, and appearance comparison than did viewing standard fashion images. State appearance comparison was found to mediate these differences. The findings highlight the negative impact of sexualized images on social media and the need for enhanced regulation in relation to Influencer advertising.

Consequences of local culinary memorable experience: Evidence from TikTok influencers

Underpinned by integrating self-determination and source credibility theories (SCT), this paper investigates the focal roles of memorable local food experiences (MLX) and travel influencer endorsement (TIE) on revisit intention. A questionnaire was used to collect data from 513 TikTok influencers (individuals who frequently post videos on TikTok and have a large number of followers). A purposive sampling technique is used to collect data from TikTok influencers who create videos about food tourism in Pakistan. SmartPLS 4.4 was used with PLS-SEM. The empirical results suggest a positive and significant linkage of culinary memorable experience factors with MLX. The focal effects of MLX and TIE on revisit intention are significantly positive. Our findings further revealed that MLX partially mediated the linkage of culinary memorable experience factors with revisit intention, while TIE strengthened the positive relationship between MLX and revisit intention. The study's findings influence travel agents, local food providers, and marketing specialists who develop marketing strategies for local food tourism and online trip purchasing.

Analysis of Media Discourse and Social Audienceson Refugees in the Conflict in Ukraine

The anonymity provided by social networks offers those who promote the rejection of refugees an ideal space to publish and expand their discriminatory discourse. The aim of this research is to analyse the discourse of the social audience of the Spanish press in relation to refugees. In this sense, we have extracted and analysed the comments written by Twitter users on the news referring to refugees as a result of the Russian invasion of Ukraine during the month following the start of the conflict (from 24 February to 24 March 2022) by the five newspapers with the largest number of followers on this social network: El País, El Mundo, ABC, eldiario.es and La Vanguardia. A total of 1.581 comments on 232 news items. Through the critical analysis of the discourse, the positioning of the media themselves and their social audience on refugees in the context of the conflict was determined. On a quantitative level, a content analysis of the feedback received by the media was carried out to measure the impact generated by this type of news. The results obtained show the different frames in which refugees are represented, with negative frames being understood as indicators of rejection and hatred.