Determinants of Micro Social Media Influencers (Micro SMIs) Existence Attributes in Pekanbaru City
Keywords:
Media Social-Micro, Influencers, SMIs
Abstract
Abstract
This article aims to analyze determination of existence attributes of Micro Social Media Influencers (Micro SMIs) and find the highest contribution value in existence attributes. This study focused on respondents aged between 18-34 years who were followers of Instagram @mahasiswa_universitasriau (MUR) accounts and used as a reference. There are 5 variables used in existence attributes of Micro SMIs, Such as Content, Expertise, Attractiveness, credibility, and Trustworthiness. The biggest cross loading values for each variable is perception of usefulness, communication skills, empathy, popularity, trusted followers. The lowest cross loading value of each variable is the frequency of posts, experience, background similarity, close to followers, and honest.
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References
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Yangkluna, S., Ketkaew, T., Wongwandee, S., Phacharoen, S., & Dansiri, W. (2022). Factors of Micro Influencers Affecting Purchase Decision of Millennial Consumers via Electronic Word-of-Mouth (e-WOM). UBRU International Journal, 2(1), 15–24. https://so04.tci-thaijo.org/index.php/ubruij/article/view/258477
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Bonus, A. K., Raghani, J., Visitacion, J. K., & Castaño, M. C. (2022). Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses. Journal of Business and Management Studies, 4(1), 189–202. https://doi.org/10.32996/jbms.2022.4.1.22
Cabeza-Ramírez, L. J., Fuentes-García, F. J., Cano-Vicente, M. C., & González-Mohino, M. (2022). How Generation X and Millennials Perceive Influencers’ Recommendations: Perceived Trustworthiness, Product Involvement, and Perceived Risk. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1431–1449. https://doi.org/10.3390/jtaer17040072
Chan-Olmsted, S., & Kim, H. J. (2022). Influencer marketing dynamics: The roles of social engagement, trust, and influence. In The Dynamics of Influencer Marketing: A Multidisciplinary Approach (pp. 99–122). Taylor and Francis. https://doi.org/10.4324/9781003134176-7
DataReportal. (2023, January 26). DIGITAL 2023: GLOBAL OVERVIEW REPORT. Data Reportal. https://datareportal.com/reports/digital-2023-global-overview-report
El-Naga;Salam;shaheen. (2022). Investigating the Impact of Influencers Content Value on Followers Purchase Intentions: An Application on Youtube Influencers in Developing Countries. International Journal of Social Science and Human Research, 05(07). https://doi.org/10.47191/ijsshr/v5-i7-29
Escolano, V. J. C. (2023). How Do Influencers Create Value for SMEs? A TikTok Review in the Philippines. 2023 8th International Conference on Business and Industrial Research, ICBIR 2023 - Proceedings, 414–419. https://doi.org/10.1109/ICBIR57571.2023.10147643
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Gerrath, M. H. E. E., & Usrey, B. (2021). The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews. International Journal of Research in Marketing, 38(3), 531–548. https://doi.org/10.1016/j.ijresmar.2020.09.010
Huynh, T., Nguyen, H. D., Zelinka, I., Pham, X. H., Pham, V. T., Selamat, A., & Krejcar, O. (2022). A method to detect influencers in social networks based on the combination of amplification factors and content creation. PLoS ONE, 17(10 October). https://doi.org/10.1371/journal.pone.0274596
InfluencerMarketingHub. (2020, January 30). The State of Influencer Marketing 2020: Benchmark Report. Influencer Marketing Hub. nfluencermarketinghub.com/influencer-marketing-benchmark-report-2020/
Isyanto, P., Sapitri, R. G., & Sinaga, O. (2020). Micro influencers marketing and brand image to purchase intention of cosmetic products focallure. Systematic Reviews in Pharmacy, 11(1), 601–605. https://doi.org/10.5530/srp.2020.1.75
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Koay, K. Y., Cheung, M. L., Soh, P. C. H., & Teoh, C. W. (2022). Social media influencer marketing: the moderating role of materialism. European Business Review, 34(2), 224–243. https://doi.org/10.1108/EBR-02-2021-0032
Kwak, J. hye, & Yoh, E. (2021). Effect of Influencersf Characteristics and Consumer Need Satisfaction on Attachment to Influencer, Content Flow and Purchase Intention. Journal of the Korean Society of Clothing and Textiles, 45(1), 56–72. https://doi.org/10.58550/JKSCT.2021.45.1.56
Lee, S. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. https://doi.org/10.1080/20932685.2020.1752766
Lubna, ;, Cook, C. M. ;, & Stoddard, J. E. (2020). Article 3 2020 Part of the Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Cognition and Perception Commons, Communication Commons, Marketing Commons, and the Personality and Social Contexts Commons Recommended Citation Recommended Citation Nafees. In Atlantic Marketing Journal (Vol. 9, Issue 1). https://digitalcommons.kennesaw.edu/amjAvailableat:https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Morteo, I. (2018). INFLUENCERS AS ENHANCERS OF THE VALUE CO-CREATION EXPERIENCE. Global Journal of Business Research, 12(2), 91–100. www.theIBFR.com
Shahid, S., Nauman, Z., & Ayyaz, I. (2023). Impact of Parasocial Interaction on Brand Relationship Quality: The Mediating Effect of Brand Loyalty and Willingness to Share Personal Information. International Journal of Management Research and Emerging Sciences, 13(1). https://doi.org/10.56536/ijmres.v13i1.349
Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). “To trust or not to trust”: The impact of social media influencers on the reputation of corporate brands in crisis. In The Journal of Business reseach.
Suresh, A. (2020). Impact of Influencer Credibility and Content on the Influencer-Follower relationship in India. In JoshiAmit (Ed.), Information and Communication Technology for Intelligent Systems (Vol. 1, p. 745). http://www.springer.com/series/8767
Yangkluna, S., Ketkaew, T., Wongwandee, S., Phacharoen, S., & Dansiri, W. (2022). Factors of Micro Influencers Affecting Purchase Decision of Millennial Consumers via Electronic Word-of-Mouth (e-WOM). UBRU International Journal, 2(1), 15–24. https://so04.tci-thaijo.org/index.php/ubruij/article/view/258477
Published
2024-03-22
How to Cite
Wildah, S., & Berampu, L. (2024). Determinants of Micro Social Media Influencers (Micro SMIs) Existence Attributes in Pekanbaru City . Journal of Applied Business Administration, 8(1), 29-39. https://doi.org/10.30871/jaba.v8i1.7351
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Articles
Copyright (c) 2024 Lailan Tawila Berampu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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