PERANAN INFLUENCER DALAM MENGKOMUNIKASIKAN PESAN DI MEDIA SOSIAL INSTAGRAM [THE ROLE OF SOCIAL MEDIA INFLUENCERS IN COMMUNICATING MESSAGES USING INSTAGRAM]

Abstract

<p dir="ltr">Instagram as a social media network has produced <em>influencer</em>s who are influential in disseminating information and messages digitally. <em>Influencer</em>s are considered capable of impacting their followers through photo uploads and electronic word of mouth (EWoM) which they post on their social media feeds. This study was conducted qualitatively with a literature review approach and indirect interviews with <em>influencer</em>s and their followers. The results show that the role of <em>influencer</em>s has an impact on followers based on what they upload and what they write about on Instagram.</p><p dir="ltr"><strong>BAHASA INDONESIA ABSTRACT: </strong>Media sosial Instagram telah melahirkan para <em>influencer</em> yang berpengaruh dalam penyebaran informasi dan pesan secara digital. <em>Influencer</em> dinilai mampu memberikan dampak bagi para pengikutnya melalui unggahan foto dan <em>electronic word of</em> <em>mouth</em> (EWom) yang mereka sampaikan di media sosial mereka. Penelitian dilakukan secara kualitatif dengan pendekatan <em>literature review</em> dan wawancara tidak langsung kepada para <em>influencer</em> dan juga pengikutnya. Hasilnya menunjukan bahwa peranan <em>influencer</em> memberikan dampak bagi pengikutnya berdasarkan pada pada apa yang mereka unggah dan apa yang mereka tulis di sosial media Instagram. </p><div><span><br /></span></div>