Media and Celebrity Culture: The Influencer Phenomenon on Social Media

Anisa Fauziah, Ade Siti Khaeriah, Asti Pratiwi, Debi Amelia, Hafifah Yusrul Hasanah, Heni Setiawati, Iqbal Firmansyah, Riesqa Marsya Salsabilla
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Abstract

The influencer phenomenon on social media has become a major issue in modern digital culture. Through platforms such as Instagram, YouTube, and TikTok, influencers influence consumer opinions, behaviors, and trends with their content. The purpose of this research on the influencer phenomenon on social media to find out some general objectives including understanding the impact of influencers on consumer behavior, analyzing effective marketing strategies through influencers, and exploring the changing trends in the relationship dynamics between influencers, brands, and their followers and their impact among Gen Z (Zoomer). This research utilizes a descriptive qualitative method as the main approach. This approach allowed the researcher to deeply explore the impact of social media on college students' consumptive behavior by analyzing and synthesizing findings from relevant and recent studies in the scientific literature. This research also proves that Generation Z still considers trust factors, brand image factors, and influencer factors in their purchasing decisions despite endorsements by influencers. For that reason, it can be seen that being an influencer is a promising profession while keeping up with the times. And as technology develops, anyone with a computer, cell phone, camera or any other device can become an influencer. Therefore, it can be concluded that these influencers can change consumers' opinions and behaviors to the way they interact with the world around them and also the influence of influencers raises criticism and challenges, especially related to issues of transparency, authenticity, and psychological impact. As such, it is important to keep a close eye on the development of the influencer phenomenon and consider its social, psychological and ethical implications.
媒体与名人文化:社交媒体上的影响者现象
社交媒体上的 "影响者 "现象已成为现代数字文化的一个主要问题。通过 Instagram、YouTube 和 TikTok 等平台,"影响者 "以其内容影响着消费者的观点、行为和趋势。这项关于社交媒体上的 "影响者现象 "的研究旨在找出一些总体目标,包括了解 "影响者 "对消费者行为的影响,分析通过 "影响者 "进行营销的有效策略,以及探索 "影响者"、品牌及其追随者之间关系动态的变化趋势及其对 Z 世代(Zoomer)的影响。本研究采用描述性定性方法作为主要方法。这种方法使研究人员能够通过分析和综合科学文献中相关的最新研究结果,深入探讨社交媒体对大学生消费行为的影响。这项研究还证明,尽管有影响者的背书,Z 世代在做出购买决定时仍然会考虑信任因素、品牌形象因素和影响者因素。由此可见,与时俱进的 "影响者 "是一个大有可为的职业。而且,随着技术的发展,任何人只要拥有电脑、手机、相机或其他设备,都可以成为影响者。因此,可以得出这样的结论:这些 "影响者 "可以改变消费者的观点和行为,改变他们与周围世界互动的方式,同时,"影响者 "的影响力也引发了批评和挑战,尤其是与透明度、真实性和心理影响等问题有关的批评和挑战。因此,密切关注 "影响者 "现象的发展并考虑其社会、心理和道德影响非常重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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