The emergence of A New Reference Group: Social Media Influencer

LUKITO, LIEM PAMELA and AGUSTINI, MARIA YOSEPHINE DWI HAYU (2018) The emergence of A New Reference Group: Social Media Influencer. Universitas Warmadewa Denpasar.

ISCRBM 2018-Social Media Influencer.pdf

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Family and celebrity are considered as two groups of reference having a greater impact on purchase decision. In a family, there are roles that each role can lead to different purchasing behavior toward brand. Celebrity endorsement was known to be an effective way to promote the product, if the consumer be able to capture the message delivered by the celebrity. However, their impacts may be deteriorated since technology grows very rapidly and social media becomes new platform for connecting a product or brand to consumers. Social media influencer (SMI) now has role in influencing consumer's purchase decisions and drivers purchases. This article aims to discuss about SMI and its possibility as a way to influence purchase decision. It is concluded that SMIs tend to have a significant influence toward consumer behavior through influencing their followers. Considering benefits of using SMI, it can be a good alternative for marketers to connect and communicate with the consumers

Item Type: Other
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Ms Dwi Hayu Agustini
Date Deposited: 25 Oct 2022 06:54
Last Modified: 25 Oct 2022 06:54

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