Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-11-16 DOI:10.1080/10496491.2022.2143992

Rachma Fitriati, Inggit Sekar Madu Siwi

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引用次数: 5

Abstract

Abstract The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.

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作为网络舆论领袖的超级影响力人物：在社交媒体上建立化妆品品牌参与度

摘要社交媒体用户的显著增长，特别是在新冠肺炎大流行期间，使社交媒体成为潜在的产品推广平台。事实证明，数字影响者作为在线意见领袖的存在可以影响品牌价值感知，建立品牌参与度，并鼓励消费者的购买意愿。作为全球人口第四大的国家，印尼是一个利润丰厚的化妆品市场。除了越来越多的千禧一代对美容产品感兴趣外，同样关注外表的男性群体也扩大了化妆品市场。使用在线问卷对220个样本进行了定量分析。研究结果表明，感知影响对购买意愿有正向影响，品牌自我概念和品牌期望值参与是中介变量。同样，自我概念中的品牌参与对品牌期望值也有积极影响。这项研究建议XYZ化妆品公司继续招募Tasya Farasya，因为她是一名在印尼拥有大量Instagram粉丝的超级影响者，可以推动粉丝的感知和行为。

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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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.