How to cite:

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea Amelia

Irawan (2024) Influencer Quality in Promoting Perspectives Products, (06) 04,

https://doi.org/10.36418/syntax-idea.v3i6.1227

E-ISSN:

2684-883X

Published by:

Ridwan Institute

INFLUENCER QUALITY IN PROMOTING PERSPECTIVES PRODUCTS

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra,

Dhea Amelia Irawan

Bina Nusantara University, Indonesia

Email: [email protected]

Abstract

Influencers holds an important role in product marketing due to the growth of internet

and social media users in Indonesia as well as the increasing economic value of the e-

commerce sector and has become an effective strategy in influencing consumer

behaviour. A thematic analysis approach was used to identify key themes from literature

searches in scientific databases like Wiley, Taylor & Francis, Sage, and Elsevier, on

English articles from 2020 to 2023, addressing influencer collaborations with brands.

Findings showed influencer quality, factors like credibility, personality, compatibility

between influencer and product, and interaction with followers, contribute to

promotional effectiveness. Use of language, emotional aspects and interaction also have

a significant impact on audience engagement. The influencer's previous testimonials

provide a deeper understanding of the product usage.

Keywords: Influencer marketing, influencer quality, product promotion, thematic

analysis, digital marketing

INTRODUCTION

The development of technology is getting faster, especially in Indonesia as

revealed through data from We Are Social in 2023 which explains that in January 2023

there were 212.9 million internet users in Indonesia and internet penetration reached

77.0 per cent. Based on research, currently there are 167.0 million social media users in

Indonesia, which is equivalent to 60.4 percent of the total population, and there are also

353.8 million active mobile connections, equivalent to 128 percent of the total

population (Fuente-Cobo, Gutiérrez-de-Cabiedes, & Elizaincin, 2023). The growing

number of device users and an increasingly tech-savvy society also bring changes to the

world of marketing in Indonesia, especially digital marketing. According to research by

Google, Temasek, and Bain & Company in 2022, the growth of Indonesia's e-commerce

industry in 2022 reached US$59 billion, which is equivalent to 76.62% of the total

value of Indonesia's digital economy which reached US$77 billion.

The economic value of the e-commerce sector in 2022 increased by 22%

compared to 2021, which was still US$48 billion. When comparing the value before the

COVID-19 pandemic, the e-commerce economy of Indonesia in 2022 was 136% higher

than in 2019, amounting to US$25 billion (Fetter, Coyne, Monk, & Woodruff, 2023).

Bank Indonesia reported a slowdown in the rate of e-commerce growth in December

JOURNAL SYNTAX IDEA

p–ISSN: 2723-4339 e-ISSN: 2548-1398

Vol. 6, No. 04, April 2024

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

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1699

of Interaction, Credibility, Trust, Influencer Quality, Communication Strategy,

Targeting, Authenticity and Authenticity, Marketing Impact and Results, Criticism and

Challenges, Ethics and Responsibility, Relationship with Brands, Trends and

Innovations and Recommendations for Business Practice.

The search was limited to articles in English published during the period 2020-

2023 to ensure the latest information was obtained. The information involved both

qualitative and quantitative research (not limited to research design) focusing on

influencers and perceptions around influencer collaboration with brands. The

quantitative approach was to measure the real impact of influencer campaigns, sales

conversion and audience participation trends, while the qualitative research provided an

opportunity to explore aspects that are difficult to measure quantitatively, such as

perceptions, linkages between products and influencers.

Table 1. Research Review Flow

Wiley

Exploration Journal

Journal Keyword

Sample

Search Result Data Base Searching

Social Media : Influencer

351.014

Search Result Filter Journal

Social Media : Influencer

300.546

Search Result Filter Journal Communication

Social Media : Influencer

2.119

Search Result Filter Date Range 2019-2023

Social Media : Influencer

The first search based on Wiley's overall data with the keyword Social Media:

Influencers returned 351,041 papers. The journals were then filtered to 10 journals that

met the inclusion criteria and identified based on quality assessment.

Table 2. Research Review Flow

Taylor & Francis

Exploration Journal

Journal Keyword

Sample

Search Result Data Base Searching

Social Media : Influencer

522.403

Search Result Filter Journal

Social Media : Influencer

71.603

Search Result Filter Journal Communication

Social Media : Influencer

7.288

Search Result Filter Date Range 2019-2023

Social Media : Influencer

The second search based on Taylor & Francis' overall data with the keyword

Social Media: Influencers yielded 522,403 papers. Journal screening was then

conducted until only 9 studies fulfilled the criteria and were identified based on quality

assessment.

Table 3. Research Review Flow

Sage

Exploration Journal

Journal Keyword

Sample

Search Result Data Base Searching

Social Media : Influencer

272.366

Search Result Filter Journal

Social Media : Influencer

222.338

Search Result Filter Journal Communication

Social Media : Influencer

13.726

Search Result Filter Date Range 2019-2023

Social Media : Influencer

The third search was based on Sage's overall data with the keyword Social Media:

Influencers returned 272,366 papers. The journals were then screened for 7 studies that

met the inclusion criteria and identified based on quality assessment.

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1700 Syntax Idea, Vol. 6, No. 04, April 2024

Elsevier

Table 4. Research Review Flow

Elsevier

Exploration Journal

Journal Keyword

Sample

Search Result Data Base Searching

Social Media : Influencer

10.661

Search Result Filter Journal

Social Media : Influencer

551

Search Result Filter Journal Communication

Social Media : Influencer

126

Search Result Filter Date Range 2019-2023

Social Media : Influencer

The fourth search was based on Elsevier's overall data with the keyword Social

Media: Influencers obtained 10,661 papers. Then filtering to the last type of Social

Science journals used was 126 papers. Of these 126 papers, only 4 studies met the

inclusion criteria and were identified based on quality assessment.

RESULTS AND DISCUSSION

There are several factors that can potentially influence the effectiveness of

promotions by influencers. In this case, the personal characteristics of the influencer, the

type of content they produce, the size and interaction with the audience, as well as the

credibility they have, can all play an important role in the effectiveness of the promotion

which is summarised in the table of past research as follows:

Table 5. 6 Previous Studies

Authors

Title

Journal

Name

Methodology

Findings

Affiliate

Syed Asim

Shah,

Muhammad

Haroon

Shoukat,

Waseef Jamal,

Muhammad

Shakil Ahmad

What Drives

Followers-

Influencer

Intention in

Influencer

Marketing? The

Perspectives of

Emotional

Attachment and

Quality of

Information

SAGE

Journal

A hypothetical

model was tested

based on social

learning theory

and media

dependence.

Follower-

influencer

emotional

attachment and

perceived

information

quality.

COMSATS

University

Islamabad, Punjab,

Pakistan. Institute

of Management

Sciences, Pakistan.

Business Faculty

Sohar University

Oman, Attock,

Pakistan

Nicole

O’Donnell,

Sultana Ismet

Jerin, Di Mu

Using TikTok to

Educate,

Influence, or

Inspire? A

Content Analysis

of Health-Related

EduTok Videos

Taylor &

Francis

Journal

We conducted a

mixed-methods

content analysis

of N = 400 health

videos from the

prosocial EduTok

campaign.

Our results show

that viewers

interact most

frequently with

educational

videos related to

diet, exercise and

sexual health.

Edward R. Murrow

College of

Communication,

Washington State

University,

Washington, USA

Sophie C.

Boerman,

Marijn H. C.

Meijers,

Wietske Zwart

The Importance

of Influencer-

Message

Congruence

When Employing

Greenfluencers to

Promote Pro-

Environmental

Taylor &

Francis

Journal

We conducted an

online experiment

with 2 (influencer

message

incongruence vs.

message

congruence) × 2

(micro influencer

Influencers

whose image

aligns with pro-

environmental

messages are

important

Amsterdam School

of Communication

Research (ASCoR),

University of

Amsterdam,

Netherlands

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1701

Authors

Title

Journal

Name

Methodology

Findings

Affiliate

Behavior

vs. meso

influencer).

Yixin Zhang,

Lancy Mac

Social media

influencers: The

formation and

effects of

affective factors

during online

interactions

Wiley

Journal

An online survey

was conducted

among 304 social

media users in

Mainland China

who have

followed social

media influencers

The results

highlighted the

formation of two

affective factors,

namely

familiarity and

intimacy.

Faculty of Business

Administration,

University of

Macau, China,

Holly A.

Syrdal a,

Susan Myers

b, Sandipan

Sen c, Parker

J. Woodroof d,

William C.

McDowell

Influencer

marketing and the

growth of

affiliates: The

effects of

language features

on engagement

behavior

Elsevier

Journal

The authors

applied the

Elaboration

Likelihood Model

Insights into how

specific

linguistic cues

influence

engagement with

influencer

affiliate

marketing.

Department of

Marketing, Texas

State University in

San Marcos

Anjali Chopra,

Vrushali

Avhad, and

and Sonali

Jaju

Influencer

Marketing: An

Exploratory Study

to Identify

Antecedents of

Consumer

Behavior of

Millennial

SAGE

Journal

This study uses

the theory of

planned

behaviour (TPB)

by Ajzen (1991)

and social

learning theory

by Bandura and

Walters (1963) as

part of qualitative

research

Successful

influencer

marketing

involves

identifying the

right kind of

influencers who

will offer curated

advice, stories

and suggestions

to create

engagement with

the audience.

Associate

Consultant, Infosys

Ltd., Hyderabad,

India. Faculty of

Marketing, K. J.

Somaiya Institute

of Management

Studies &

Research, Somaiya

Vidyavihar

University,

Mumbai,

Maharashtra, India.

Analyst, Willis

Towers Watson,

Mumbai, India.

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1702 Syntax Idea, Vol. 6, No. 04, April 2024

Influencer Quality

Communication

Strategy

Target Accuracy

Authenticity and Authenticit

Marketing Impact and Results

Content Relevance to

the Target Audience

Message Delivery

Capability

Knowing Targets

Openness to Personal

Experience

Ability to Influence the

Audience

Content Quality

Speech Quality

Adapting to

Conditions

Consistent in Content

Creation

Creating New Buyers

Interaction With

Followers

Knowledge

Do Not Manipulate Products

Figure 1. Model structure of attributes and factors influencing the quality of

influencers in promoting products

Influencer Quality

In the ever-evolving digital era, the role of influencers in promoting product

perspectives has become an important aspect of marketing strategies. Identifying the

qualities that make an influencer effective in promoting a product is an interesting

challenge to explore. At this stage, Chen emphasizes the importance of examining and

identifying attributes and qualities that stimulate strong interactions between influencers

and audiences (Chen, Li, & Sun, 2023). One aspect that needs to be considered is the

influencer's personality that can provide attraction and emotional connection to their

followers. In addition, credibility also plays an important role in building trust between

influencers and audiences, which in turn can affect how product messages are received

(Syrdal, Myers, Sen, Woodroof, & McDowell, 2023). Credibility is one of the elements

that form the basis for an influencer's effectiveness in promoting a product perspective.

In addition to an engaging personality, the level of trust held by the influencer within

the online community or social media platform also plays an important role. When an

influencer has a strong track record of providing accurate and honest reviews of

products, audiences are more likely to accept and consider such recommendations.

Therefore, in identifying the quality of influencers, it is important to analyze how this

credibility is built and maintained through consistent interactions with followers (Shah,

Shoukat, Jamal, & Ahmad, 2023).

Personal appeal and the ability to connect with the audience are also important

factors in the quality of an influencer. Influencers who are able to deliver messages in

an authentic and engaging way can create an emotional bond with their followers.

Authenticity in the self-presentation and narrative provided by the influencer can help

create a space where the audience feels connected and inspired. In this qualitative

analysis, it is worth considering how the influencer's communication style is, as well as

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1703

how he or she is able to utilize personal narratives to connect the product with the

experiences and values of his or her followers (Stein, Breves, & Anders, 2022). Besides

the attributes of personality, credibility and attractiveness, there are other factors that

also play a role in shaping the positive image of an influencer. For example, consistency

in providing quality and relevant content to the audience is also an important factor.

Influencers who are able to maintain quality standards and stay focused on topics that fit

their niche tend to build stronger relationships with their followers. In addition, it is

important to analyse how influencers manage interactions with followers, including

responses to comments and questions, as well as the ability to create an actively

engaged community.

Identifying the qualities of influencers is an important first step in understanding

their role in promoting a product perspective. In identifying and analyzing effective

attributes, O'Donnell notes that there is no single approach to becoming a successful

influencer (O’Donnell, Jerin, & Mu, 2023). However, by considering aspects such as

personality, credibility, attractiveness, consistency, and interaction with followers, this

study can provide valuable insights for marketing practitioners and researchers in

understanding how influencers can influence consumer perceptions and actions.

Communication Strategy

The communication strategies employed by them play a key role in connecting

products with audiences. With billions of active users across various social media

platforms, influencers have taken on the role of intermediaries between brands and

consumers. One interesting aspect is the various communication strategies used by

influencers in communicating product perspectives to audiences (Abed & Barzilai,

2023). Through creative and diverse approaches, influencers can influence the

perception and purchase decisions of their followers. Visual content is one of the

important pillars in an influencer's communication strategy. Aesthetically pleasing and

engaging displays can attract followers to interact with the content presented.

Influencers often use images and videos that showcase products in an appealing way,

whether through lifestyle, product usage or unique visual presentation. Creative product

visualisations can help followers imagine how the product can meet their own needs or

lifestyle.

Story narrative is also a very effective tool in influencer communication strategy.

Talking about meaningful product stories can create an emotional bond with the

audience. Influencers often share personal experiences or product usage stories that

have sentimental or inspirational value. This can help the product become more than

just an item, but a part of a life journey or personal achievement. Active interaction with

followers is an important element in an influencer's communication strategy. Through

comments, private message responses or live Q&A sessions, influencers can interact

directly with their followers. This kind of interaction not only strengthens the bond

between the influencer and the audience, but also provides an opportunity to provide

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1704 Syntax Idea, Vol. 6, No. 04, April 2024

additional information, clarification or further guidance on the promoted product

(Zhang & Mac, 2023).

The choice of social media platform is also a key factor in an influencer's

communication strategy. Each platform has unique characteristics and different

audiences, so influencers must understand how to utilise each platform appropriately.

Some platforms may be better suited for visual content, while others are better suited for

storytelling narratives or in-person interactions. Analysing the platforms that best suit

the target audience can help influencers achieve greater impact and more effective

results in promotional campaigns.

Target Precision

In the ever-evolving world of marketing, the success of campaigns conducted by

influencers depends not only on the creativity of the content, but also on the accuracy of

the target. A discussion on how influencers can ensure that their message resonates with

the product's target audience is at the core of this analysis. Why is this important?

Because a relevant and interested audience has a greater potential to respond positively

to the messages and recommendations provided by the influencer. One of the keys in

ensuring targeting accuracy is a deep knowledge of the market being served. Influencers

who understand the trends, preferences and needs of potential audiences have an edge in

directing their messages in a relevant and engaging way. With a good understanding of

consumer trends and market dynamics, influencers can tailor their communication

strategies to better match the expectations and desires of the audience (Hurley, 2022).

A deep understanding of your audience also means recognising demographic,

psychographic and consumer behavioural characteristics. Influencers who carefully

investigate the background, values, and interests of their target audience will be able to

identify the points that connect the product to the followers' needs or aspirations

(Majchrzak, Faraj, Kane, & Azad, 2013). With a more targeted approach, influencers

can create content that is more relevant and appealing to their target demographic group.

Flexibility and the ability to adapt to different demographic groups are key factors in

maintaining targeting accuracy. Each audience has different characteristics, and

influencers who are able to tailor their message to the language, style and context that

best suits that audience will be more effective in reaching and engaging with them. This

can include using cultural references, delivering messages with relevant narratives, and

adapting visual displays.

In the face of diverse and complex audiences, the use of data and analytics can be

an important tool for influencers to understand and fulfill target needs (Belanche,

Casaló, Flavián, & Ibáñez-Sánchez, 2021). Through social media platform analytics

tools, influencers can track responses and interactions with their content, helping them

understand which aspects work best and which need to be improved. This data can

provide valuable insights to improve future targeting accuracy and form a more

thoughtful marketing strategy.

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1705

Authenticity

In an information age filled with adverts and promotions seeking to grab

consumers' attention, authenticity and authenticity have become important elements in

influencer marketing strategies. Discussions on the importance of authenticity and

genuineness in efforts to promote product perspectives reflect the need for consumers to

feel connected to brands and the recommendations they receive. Stein, Breves, and

Anders, op. cit. In an increasingly powerful digital sphere of influence, followers tend to

respond more positively to influencers who are seen as honest, genuine and trustworthy.

The authenticity of influencer marketing reflects the congruence between what the

influencer conveys and the values they personally hold. Followers feel engaged when

they feel that the influencer genuinely has an interest in or positive experience with the

product being promoted. For example, if an influencer promotes a beauty product and

they consistently share beauty tips or skincare routines, this can demonstrate the

consistency and authenticity of their recommendations.

Authenticity in influencer communication is about opening up and speaking from

the heart to the followers. Followers feel connected to influencers who talk about

personal experiences, challenges faced and their journey with a particular product or

brand. When influencers share personal stories about how a product has impacted their

lives or provided a solution to a particular problem, it builds a sense of empathy and

removes the suspicion that the message is simply the result of marketing efforts. When

influencers are able to portray themselves as genuine and trustworthy individuals,

followers tend to form deeper and more sustainable bonds. They feel that the

influencer's recommendations are guidance coming from a trustworthy source, not just

an advertisement aimed at them. Authenticity allows followers to feel part of a larger

community, which shares the same values and interests as the influencer.

In the tumultuous world of social media, an influencer's well-maintained

reputation as genuine and authentic can open the door to continued collaboration with

brands and a growing following. Followers will feel more comfortable receiving

product recommendations, and will be more likely to develop loyalty towards brands

recommended by influencers they trust. Hence, authenticity and genuineness are not

only important aspects in marketing communications, but also in building long-term

relationships between influencers, brands and followers.

Marketing Impact and Results

Measuring the impact of influencer marketing efforts is becoming increasingly

relevant in the ever-changing world of marketing. An overview of the impact and results

of working with influencers can provide valuable insights for brands and marketers.

Analyzing how influencer marketing efforts affect product image and sales can provide

a deep understanding of the effectiveness of these strategies in inspiring consumers and

influencing purchase decisions (Deiss & Henneberry, 2017). The influence of

influencers on product image can be seen in how brands are presented to audiences.

Case studies or empirical findings on how influencers integrate brand messages with

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1706 Syntax Idea, Vol. 6, No. 04, April 2024

their own lifestyles and values can provide insights into the extent to which the brand

image can become an authentic part of the influencer's followers' lives. When

influencers genuinely and consistently represent a product, the positive image they

create can cascade down to followers' perception of the brand.

In addition to brand image, influencers' influence can also have a significant

impact on product sales. Through increased awareness, followers' trust in a particular

product can increase their propensity to seek more information or even make a

purchase. Some empirical findings suggest that marketing campaigns through

influencers can increase sales conversion rates and accelerate purchase decisions,

especially when influencers share their positive experiences with products. Case studies

and empirical research involving influencers can provide concrete examples of how

their influence can change consumer perception and behaviour. For example, case

studies involving influencers in the fashion industry can illustrate how followers are

inspired to feel confident and connected to a brand after seeing the positive

transformation brought about by a particular product. Findings such as these provide

concrete evidence of how the interaction between influencers and products can

influence the climate of consumer perception.

In a world increasingly connected through social media platforms, the impact of

influencer marketing can also transcend geographical boundaries. Empirical findings on

how influencers can trigger sales spikes on a regional or even international scale can

open up new business opportunities for brands. This highlights the importance of

understanding the audience targeted by influencers, both geographically and

demographically, to optimise the marketing results generated.

Figure 2. Model structure of attributes and factors influencing the quality of

influencers in promoting products

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1707

Criticisms and Challenges

While influencer marketing has become a highly effective strategy in the digital

world, it cannot be ignored that this practice also has its critics and challenges that need

to be addressed. These criticisms and challenges arise in response to the rapid

development and transformation that influencers have made in steering public opinion.

According to Caiado, it is important to critically explore the potential criticisms as well

as challenges that may arise in implementing this strategy (Caiado et al., 2023). One

common criticism is the issue of transparency. Followers often expect that

recommendations provided by influencers are based on genuine experiences or personal

views, not just the result of compensation or sponsorship. When followers feel that

content is not transparent or is directed by other interests, this can damage the trust and

image of the influencer and the brand they are promoting.

Another challenge is brands' dependence on influencers. Sometimes, a brand's

relationship with an influencer can create a significant dependency. If a brand relies too

much on an influencer's promotion, they may lose control of the message and become

more susceptible to changes in the influencer's reputation. This can create uncertainty in

the long run if the influencer decides to move on or undergo a rebrand. In addition, the

uncertainty of results is also a challenge to consider. While influencers have the

potential to influence consumer perceptions and actions, the end result of an influencer

marketing campaign cannot always be predicted with certainty. Campaign performance

can be affected by many factors, including changing market trends, unexpected

reactions from followers, and fluctuations in social media platform algorithms (Dwivedi

et al., 2021). Brands and influencers need to be prepared for this uncertainty and

develop mitigation strategies accordingly.

To address these criticisms and challenges, it is important for brands and

influencers to adopt transparent and ethical practices. Clear disclosure of paid

collaborations, as well as recognising the effects of compensation in the messages

delivered, can help maintain transparency and build follower trust. In addition, brands

also need to diversify their marketing strategies to avoid over-reliance on one or a few

influencers. By doing this, potential criticisms and challenges can be managed more

effectively, while still maintaining the integrity and positive impact of influencer

marketing.

Ethics and Responsibility

In an era of digital marketing dominated by influencers, ethical considerations

play a central role in ensuring the honesty and integrity of communications delivered to

audiences. A discussion on ethics and responsibility is an important foundation for

understanding how influencers should perform their role in promoting a product

perspective. These ethics include moral principles that direct influencers to act honestly,

transparently and responsibly towards their followers. One significant ethical

consideration is transparency in the relationship between influencers and brands

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1708 Syntax Idea, Vol. 6, No. 04, April 2024

(Okonkwo & Namkoisse, 2023). Followers expect honesty about whether the content

delivered by an influencer is a genuine recommendation or the result of financial

compensation. Clear disclosure of any compensation or partnership helps prevent

confusion and maintain audience trust. Therefore, influencers have an ethical

responsibility to provide followers with clear information about their relationship with

the brand.

Ethical standards also pertain to the accuracy of information conveyed by

influencers. Influencers have a responsibility to ensure that what they say about a

product or service is accurate and based on actual experience. Exaggerated or

unverifiable claims can undermine the trust of followers and damage the reputation of

influencers and the brands they promote. Therefore, the use of correct data and relevant

experience in product recommendations is crucial in maintaining the integrity of the

content. The ethical responsibility of influencers also involves an awareness of the

possible impact of the messages delivered. They should consider how their messages

may affect followers, especially in terms of purchasing decisions or consumer

behaviour. In some cases, influencers have very young or vulnerable followers, so they

have a special responsibility not to promote harmful or inappropriate products or

behaviours.

In carrying out their roles, influencers must also adhere to the ethical standards of

the social media platforms or communities they participate in. This includes avoiding

practices such as spamming, buying fake followers, or interacting with negative or

harmful messages. They should also respect privacy and copyright and adhere to the

social media platform's guidelines on appropriate and non-breaking posts.

Brand Relationship

The relationship between influencers and brands has become an important

element in modern marketing. Discussions on how these relationships can impact the

effectiveness of marketing campaigns illustrate the importance of strong and strategic

collaborations in achieving marketing objectives. In an era where followers pay close

attention to interactions and endorsements from influencers, combining brand and

influencer identity has become a critical element in achieving successful outcomes. The

alignment of the brand with the influencer's values and identity is a critical factor in

determining whether the collaboration will be successful. Influencers who have values

aligned with the brand tend to exude authenticity in recommending products or services

(Okonkwo & Namkoisse, 2023). Followers feel more trust in recommendations coming

from influencers who are seen to share similar views on important things in life. In

addition to value congruence, an aspect that influences campaign effectiveness is the

continuity of collaboration between the influencer and the brand. Long-term

collaborations have the potential to create deeper and more meaningful relationships

between brands, influencers and followers. Influencers who consistently represent a

brand over a longer period of time can develop a stronger bond with their followers,

which in turn impacts their ability to influence purchasing decisions.

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1709

Ongoing collaborations also contribute to brand credibility in the eyes of

followers. If followers see an influencer repeatedly recommending products from the

same brand, this can signify that the brand has enough trust in their products. However,

it is important to ensure that the content produced remains fresh and varied so that it

does not appear too monotonous or directional. The relationship between the influencer

and the brand should also consider the extent to which the influencer is actively

involved in the creative process of the campaign. Influencers who are given the space to

contribute campaign ideas, content or messages tend to feel more engaged and have a

deeper understanding of how to authentically communicate a brand to its followers.

Such collaboration can improve the quality of the content and make it feel more natural

to the audience.

Trends and Innovations

Trends and innovations in the practice of influencer marketing are constantly

evolving as the digital environment changes. Understanding the latest trends and

innovations in this approach is important to ensure that marketing strategies remain

relevant and effective amidst the ongoing changes. The discussion on trends and

innovations in influencer marketing includes the use of the latest technology, adaptation

to changing consumer behaviour, and exploration of new social media platforms. One

trend that is increasingly prominent is the use of technology such as augmented reality

(AR) in influencer campaigns. AR allows influencers to provide a more interactive and

immersive experience to their followers (Sinha & Srivastava, 2023). Using AR filters,

influencers can display real products, giving their followers a more immersive

experience of how the product can fulfil their needs. This technology is not only

engaging, but can also amplify engagement and trigger a positive response from the

audience.

In addition, innovation is also taking place in the way influencers interact with

audiences through new social media platforms. With the rise of platforms that focus on

short-form content such as TikTok or Reels on Instagram, influencers have had to adapt

their communication approach to shorter, more energetic formats. This encourages

creativity in messaging, which requires influencers to embrace a more concise and

entertaining content style. Another trend worth exploring is using live streaming

platforms to interact directly with followers. Live streaming provides an opportunity for

influencers to interact in real-time, answer questions, and build a closer bond with their

audience. In an increasingly transparent environment, live streaming can also help build

trust, as followers can see the influencer's interactions and reactions in real time.

Furthermore, it is important to note that trends and innovations in influencer

marketing are also related to adapting to changes in consumer behaviour. Understanding

how consumers interact with content and products in an increasingly digitalised and

fast-paced environment is an important factor in designing successful campaigns. The

use of data and analytics can help influencers and brands to measure the effectiveness of

their campaigns and adjust their strategies according to emerging trends.

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1710 Syntax Idea, Vol. 6, No. 04, April 2024

Recommendations for Business Practices

Based on the findings from the literature analysis, there are some valuable

recommendations for business practices in managing collaborations with influencers.

Firstly, practices should prioritise value congruence between influencers and brands.

Choosing influencers whose views and values align with the brand will help ensure

product recommendations sound more authentic and convincing to their followers

(Levin, 2020). When selecting influencers, also consider their audience, whether it

matches the brand's target demographic and psychographic. In addition, business

practices need to maintain transparency in collaborating with influencers. Clear ethical

guidelines should be applied in every step of the campaign. Brands should ensure that

influencers honestly disclose existing relationships, including if there is any financial

compensation or partnership. This transparency supports followers' trust and builds a

more positive brand image.

Good communication with influencers is also an important factor in a successful

collaboration. Practices should engage in open dialogue with influencers from the

outset, discussing campaign objectives, desired brand messages and creative guidelines.

Allowing influencers to provide input and ideas will help create content that is more

authentic and in line with their communication style. The next recommendation is to

consider long-term collaboration with influencers. An ongoing relationship allows

brands to build a stronger bond with followers, while allowing time for the influencer to

better understand and represent the brand. However, keep in mind that the continuity of

collaboration should not make the content monotonous. Keep innovating in approach

and creativity to maintain a healthy continuity.

The final step is to utilise data analysis to measure and improve campaign results.

Practices should collect data on the interaction, response and impact of influencer

campaigns. This data can provide insights into what worked and didn't work, so that

future campaigns can be improved. By utilising this information, brands can make

smarter decisions in directing their marketing investments.

Discussion

The above research results indicate aspects related to business practices in

working with digital marketing influencers. First of all, the importance of influencer

qualities is discussed, where the identification of attributes and qualities that are

effective in building strong interactions between influencers and audiences is crucial.

Attributes such as personality, credibility and personal appeal are key determinants in

building a convincing relationship between influencers and their followers. In addition,

effective communication strategies are also an important topic. Visual content and story

narrative are recognised as key pillars in an influencer's communication strategy. Eye-

catching and creative visual content can capture the attention of followers, while story

narratives provide a strong emotional dimension to build a deeper bond between

influencers and audiences. In addition, the selection of the right social media platform

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1711

and direct interaction with followers are emphasised as important elements in a

successful communication strategy.

The success of an influencer campaign depends not only on the creativity of the

content, but also the extent to which the message delivered resonates with the target

audience. Analysing the demographic, psychographic and behavioural characteristics of

consumers is crucial to ensure the influencer's message reaches and influences the right

people. A deep understanding of the audience also allows the influencer to identify the

points that connect the product to the followers' needs or aspirations. Followers respond

more positively to influencers who are seen as honest, genuine and trustworthy.

Authenticity in recommending products backed by personal experience and authenticity

in heart-to-heart communication are key in building strong emotional bonds and

relationships with followers.

Measuring the impact of working with influencers in influencing product

perception and sales is becoming increasingly relevant in the marketing world. The

influence of influencers on brand image and increased sales can be recognised as

indicators of campaign success. However, the literature also warns that the results of

influencer marketing cannot always be predicted with certainty and can be affected by

various external factors. Challenges such as transparency, brand dependency on

influencers, and uncertainty of campaign outcomes are recognised as elements that need

to be carefully managed. Ethics and responsibility are also in focus, with an emphasis

on transparency in the influencer and brand relationship, accuracy of the information

conveyed, and wise use of data. Value congruence between influencers and brands is a

determining factor for successful collaborations, while long-term relationships and

collaborations that involve influencers in the campaign creative process are also

emphasised. Trends and innovations, such as the use of the latest technology and

adaptation to changing consumer behaviour, are also important in maintaining the

relevance and effectiveness of marketing strategies.

Overall, this read provides deep insights into effective business practices in

harnessing the power of influencers in digital marketing. From identifying influencer

qualities, communication strategies and targeting to ethics, impact and challenges,

readers will get a comprehensive overview of how to build a successful influencer

marketing campaign.

CONCLUSION

Marketing through influencers has a very significant role in today's digital age.

From the summary of the literature above, it can be concluded that factors such as the

influencer's personal qualities, effective communication strategy, deep understanding of

the audience, authenticity in recommending the product, as well as the overall impact of

the marketing campaign, all play an important role in the success of this strategy. The

authenticity of an influencer's message and the emotional connection they build with

their followers have a huge impact. Despite challenges such as transparency and

credibility, a good collaboration with the right influencer can result in a strong

connection between brands and consumers. By continuously measuring and carefully

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1712 Syntax Idea, Vol. 6, No. 04, April 2024

analysing campaign results, influencer marketing has great potential in achieving

marketing objectives and generating a positive impact on brand image and product

sales.

BIBLIOGRAFI

Abed, Fayez, & Barzilai, Sarit. (2023). Can Students Evaluate Scientific YouTube

Videos? Examining Students’ Strategies and Criteria for Evaluating Videos Versus

Webpages on Climate Change. Journal of Computer Assisted Learning, 39(2),

558–577. https://doi.org/10.1111/JCAL.12762

Barta, Sergio, Belanche, Daniel, Fernández, Ana, & Flavián, Marta. (2023). Influencer

Marketing on TikTok: The Effectiveness of Humor and Followers’ Hedonic

Experience. Journal of Retailing and Consumer Services, 70, 1–12.

https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103149

Belanche, Daniel, Casaló, Luis V., Flavián, Marta, & Ibáñez-Sánchez, Sergio. (2021).

Understanding Influencer Marketing: The Role of Congruence Between

Influencers, Products and Consumers. Journal of Business Research, 132, 186–

195. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.03.067

Boerman, Sophie C., Meijers, Marijn H. C., & Zwart, Wietske. (2022). The Importance

of Influencer-Message Congruence When Employing Greenfluencers to Promote

Pro-Environmental Behavior. Environmental Communication, 16(7), 920–941.

https://doi.org/10.1080/17524032.2022.2115525

Caiado, Fábio, Fonseca, Joana, Silva, Joana, Neves, Soraia, Moreira, Ana, Gonçalves,

Ramiro, Martins, José, Branco, Frederico, & Au-Yong-Oliveira, Manuel. (2023).

The Impact of Digital Influencers on Product/Service Purchase Decision Making –

A Case Study of Portuguese People. John Wiley & Sons Ltd., 1–14.

https://doi.org/10.22541/AU.167585413.33475299/V1

Chen, Gong, Li, Yi, & Sun, Ya. (2023). How YouTubers Make Popular Marketing

Videos? Speech Acts, Move Structure, and Audience Response in YouTube

Influencer Marketing Videos. Sage Open, 13(1), 1–14.

https://doi.org/10.1177/21582440231152227

Chopra, Anjali, Avhad, Vrushali, & Jaju, Sonali. (2021). Influencer Marketing: An

Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial.

Business Perspectives and Research, 9(1), 77–91.

https://doi.org/10.1177/2278533720923486

Deiss, Ryan, & Henneberry, Russ. (2017). Digital Marketing for Dummies. New Jersey:

John Wiley & Sons, Inc.

Dwivedi, Yogesh K., Ismagilova, Elvira, Hughes, D. Laurie, Carlson, Jamie, Filieri,

Raffaele, Jacobson, Jenna, Jain, Varsha, Karjaluoto, Heikki, Kefi, Hajer, Krishen,

Anjala S., Kumar, Vikram, Rahman, Mohammad M., Raman, Ramakrishnan,

Rauschnabel, Philipp A., Rowley, Jennifer, Salo, Jari, Tran, Gina A., & Wang,

Yichuan. (2021). Setting the Future of Digital and Social Media Marketing

Research: Perspectives and Research Propositions. International Journal of

Information Management, 59, 102168.

https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168

Fetter, Sheldon, Coyne, Paige, Monk, Samantha, & Woodruff, Sarah J. (2023). An

Exploration of Social Media Users’ Desires to Become Social Media Influencers.

Media Watch, 14(2), 200–216. https://doi.org/10.1177/09760911231159690

Fuente-Cobo, Carmen, Gutiérrez-de-Cabiedes, Luis, & Elizaincin, Ana Visiers. (2023).

Influencer Quality in Promoting Perspectives Products

Syntax Idea, Vol. 6, No. 04, April 2024 1713

Using YouTube as a Digital Pulpit. The Most Influential Catholic Youtubers in

Spanish Speaking Countries: Who They Are and How They Communicate.

Church, Communication and Culture, 8(1), 59–83.

https://doi.org/10.1080/23753234.2023.2174889

Hazari, Sunil, Talpade, Salil, & Brown, Cheryl O’Meara. (n.d.). Do Brand Influencers

Matter on TikTok? A Social Influence Theory Perspective. Journal of Marketing

Theory and Practice, 0(0), 1–19. https://doi.org/10.1080/10696679.2023.2217488

Hurley, Zoe. (2022). Middle Eastern Women Influencers’ Interdependent/Independent

Subjectification on Tiktok: Feminist Postdigital Transnational Inquiry.

Information, Communication & Society, 25(6), 734–751.

https://doi.org/10.1080/1369118X.2022.2044500

Levin, Aron. (2020). Influencer Marketing for Brands: Whay Youtube and Instagram

Can Teach You About the Future of Digital Advrtising.

https://doi.org/https://doi.org/10.1007/978-1-4842-5503-2

Majchrzak, Ann, Faraj, Samer, Kane, Gerald C., & Azad, Bijan. (2013). The

Contradictory Influence of Social Media Affordances on Online Communal

Knowledge Sharing. Journal of Computer-Mediated Communication, 19(1), 38–

55. https://doi.org/10.1111/jcc4.12030

O’Donnell, Nicole, Jerin, Sultana Ismet, & Mu, Di. (2023). Using TikTok to Educate,

Influence, or Inspire? A Content Analysis of Health-Related EduTok Videos.

Journal of Health Communication, 28(8), 539–551.

https://doi.org/10.1080/10810730.2023.2234866

Okonkwo, Ifeanyi, & Namkoisse, Emmanuel. (2023). The Role of Influencer Marketing

in Building Authentic Brand Relationships Online. Journal of Digital Marketing

and Communication, 3(2), 81–90. https://doi.org/10.53623/jdmc.v3i2.350

Shah, Syed Asim, Shoukat, Muhammad Haroon, Jamal, Waseef, & Ahmad, Muhammad

Shakil. (2023). What Drives Followers-Influencer Intention in Influencer

Marketing? The Perspectives of Emotional Attachment and Quality of Information.

Sage Open, 13(2), 1–15. https://doi.org/10.1177/21582440231179712

Sinha, Mudita, & Srivastava, Mallika. (2023). Augmented Reality: New Future of

Social Media Influencer Marketing. Vision, 0(0).

https://doi.org/10.1177/09722629221147124

Stein, Jan Philipp, Breves, Priska Linda, & Anders, Nora. (2022). Parasocial

Interactions With Real and Virtual Influencers: The Role of Perceived Similarity

and Human-Likeness. New Media & Society, 0(0), 1–21.

https://doi.org/10.1177/14614448221102900

Syrdal, Holly A., Myers, Susan, Sen, Sandipan, Woodroof, Parker J., & McDowell,

William C. (2023). Influencer Marketing and the Growth of Affiliates: The Effects

of Language Features on Engagement Behavior. Journal of Business Research,

163, 113875. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113875

Yu, Yi, & Zhao, Bo. (2022). Can TikTok promote a healthier ageing paradigm? A case

study of older digital celebrities from China. Area, 54(2), 322–329.

https://doi.org/10.1111/AREA.12777

Zhang, Yixin, & Mac, Lancy. (2023). Social Media Influencers: The Formation and

Effects of Affective Factors During Online Interactions. International Journal of

Consumer Studies, 47(5), 1824–1837.

https://doi.org/https://doi.org/10.1111/ijcs.12957

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra, Dhea

Amelia Irawan

1714 Syntax Idea, Vol. 6, No. 04, April 2024

Mita Fransiska, Irmawan Rahyadi, Olivia Priskha Dewi, Almira Danella Azzahra,

Dhea Amelia Irawan (2024)

First publication right:

Syntax Idea

This article is licensed under: