Research Article
Digital Influencer in Product Promotion: Fostering Consumers’ Trust by Engaging Followers
@INPROCEEDINGS{10.4108/eai.26-1-2019.2282985, author={F Handayani and L W Evelina and V Sylvina and A Lestari}, title={Digital Influencer in Product Promotion: Fostering Consumers’ Trust by Engaging Followers}, proceedings={The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG}, publisher={EAI}, proceedings_a={WOMELA-GG}, year={2019}, month={4}, keywords={product promotions digital influencers followers}, doi={10.4108/eai.26-1-2019.2282985} }- F Handayani
L W Evelina
V Sylvina
A Lestari
Year: 2019
Digital Influencer in Product Promotion: Fostering Consumers’ Trust by Engaging Followers
WOMELA-GG
EAI
DOI: 10.4108/eai.26-1-2019.2282985
Abstract
The fast growing users of social media has opened up a new channel for product promotions. Digital influencers are on the rise with their large follower base and their online content creation. They are regarded as as trusted tastemakers. This study observed and analysed one of the digital influencers, who is considered a beauty guru amongst her followers. Through her IG account @bylizziepara, Lizzie has built a community and relationships from her digitial content. The study aims at examining the contents of digital influencer instagram account and how she engaged with the followers. This qualitative study collected data from digital observation and interview. The result shows that the use of digital influencer for product promotions have both high tech and high touch benefit compared to advertising. However, digital influencer needs to apply the 4Cs: context, communication, collaboration and connection in their social media accounts. The study also finds that digital influencer should engage with the followers, share common values and gain trust from the followers