Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea
Amelia Irawan
1698 Syntax Idea, Vol. 6, No. 04, April 2024
2022; however, the institution remains optimistic, predicting that by 2024 Indonesia's e-
commerce growth will achieve 20.45% year-on-year or approximately 689 trillion
(Barta, Belanche, Fernández, & Flavián, 2023). This rapid growth of e-commerce is
believed to be due to the influence of influencer marketing. Influencer marketing is
defined as marketing activities conducted by industry experts or figures who are trusted
by consumers to promote products, create advertisements, or offer reviews of a product
or service (Boerman, Meijers, & Zwart, 2022).
A content creator can also be considered an influencer, as influencers are
essentially individuals with above-average influence on their social network. They often
have their own following and are connected to key players in media outlets, consumer
groups, or industry associations (Yu & Zhao, 2022). Given their potential to reach a
large audience, influencers encourage companies to include them as a relatively new
marketing communication tool, referred to as influencer marketing. The relationship
between the use of social media and the role of influencer marketing is as one of the
techniques in marketing activities where an influencer is a person or figure on social
media with a large or significant number of followers and they are said to be an
influencer because whatever they say on social media can influence their followers.
To prove this statement is true, it is necessary to conduct research in order to get a
good understanding and can be proven if influencers can promote their products that
make others interested in buying them. In the rapidly growing digital and social media
era, the role of influencers is becoming increasingly significant in influencing consumer
behaviour (Chopra, Avhad, & Jaju, 2021). However, to measure the extent of their
influence in promoting products and encouraging others to buy them, careful research is
required. Research will play an important role in providing a deeper understanding of
the mechanisms involved in product promotion by influencers. Factors such as the
influencer's personality, the type of content they produce, the size of the audience, and
interactions with their followers, can all affect the effectiveness of the promotion. By
conducting good research, we can see if there is a correlation between the influencer's
characteristics and the level of interest generated in the products they promote.
The purpose of this narrative review is to identify, analyse and synthesise
evidence presented in qualitative research relating to the quality of influencers in
promoting products. The main research questions according to the PICo (Population,
Importance, and Context) format are as follows:
1. How can an influencer inform many people about a product?
2. How an influencer can influence others to buy products?
RESEARCH METHODS
This research uses a thematic analysis approach. According to Hazari, thematic
analysis is a research method that seeks to identify and analyze patterns of themes or
topics emerging from various relevant data sources (Hazari, Talpade, & Brown, n.d.).
This method involves the process of sorting, selecting and interpreting data to reveal
patterns of meaning underlying the texts being analysed. In this research, thematic
analysis will be conducted by identifying and analysing the main themes that emerge
from various reference sources, such as articles, books, presentation slides, as well as
information from internet sources relevant to the topic discussed. The literature search
was conducted using scientific databases: Wiley Taylor and Francis, Sage, Elsevier, and
Scopus. The search keywords were as follows: Social Media, Influencer, Product, Level