Role of Social Media Influencers in Brand Management in Indonesia

Abstract

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments.

Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.