The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable
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Dec 29, 2024
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Abstract
Influencer engagement through Instagram social media is becoming increasingly popular as a marketing strategy by MSMEs.This study aims to analyze the relationship between influencer engagement in improving marketing performance, with Instagram social media as a mediating variable. Influencer engagement has become an effective marketing strategy for many companies, especially in the context of MSMEs. This study uses a quantitative survey method involving respondents consisting of 125 MSME actors. Data processing was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) to test the hypothesis regarding the effect of influencer engagement on marketing performance through interactions on Instagram social media. The results showed that influencer engagement significantly affects marketing performance, directly and indirectly through Instagram social media as a mediating variable. This finding emphasizes the importance of collaboration with influencers and optimizing the use of Instagram social media to increase brand awareness, engagement, and ultimately, sales.
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References
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Beichert, M., Bayerl, A., Goldenberg, J., & Lanz, A. (2024). Revenue Generation Through Influencer Marketing. Journal of Marketing, 88(4). https://doi.org/10.1177/00222429231217471
Doshi, R., Ramesh, A., & Rao, S. (2023). Modeling Influencer Marketing Campaigns in Social Networks. IEEE Transactions on Computational Social Systems, 10(1). https://doi.org/10.1109/TCSS.2022.3140779
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1), 1–14. https://doi.org/10.1057/s41599-024-02760-9
Jiang, L., Chen, X., Miao, S., & Shi, C. (2024). Play it safe or leave the comfort zone? Optimal content strategies for social media influencers on streaming video platforms. Decision Support Systems, 179(November 2023), 114148. https://doi.org/10.1016/j.dss.2023.114148
Kim, S., Chen, X., Jiang, J.-Y., Han, J., & Wang, W. (2021). Evaluating Audience Loyalty and Authenticity in Influencer Marketing via Multi-task Multi-relational Learning. Proceedings of the International AAAI Conference on Web and Social Media, 15. https://doi.org/10.1609/icwsm.v15i1.18060
Leite, F. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295–311. https://doi.org/10.1080/10696679.2021.1935275
Li, J., Wu, L., Qi, J., Zhang, Y., Wu, Z., & Hu, S. (2023). Determinants Affecting Consumer Trust in Communication With AI Chatbots: The Moderating Effect of Privacy Concerns. Journal of Organizational and End User Computing, 35(1). https://doi.org/10.4018/JOEUC.328089
Masliardi í, A., Effendi, M., Andi Ningrum, P., Khoiril Mala, I., Buana Perjuangan Karawang, U., Manajemen Bisnis Indonesia, S., & Makassar Maju, S. (2023). Digital Disruption: Exploring the Dynamics of Marketing in the Digital Age. SEIKO : Journal of Management & Business, 6(2).
Moreno, D. R., Quintana, J. G., & Riaño, E. R. (2023). Impact and engagement of sport & fitness influencers: A challenge for health education media literacy. Online Journal of Communication and Media Technologies, 13(3). https://doi.org/10.30935/ojcmt/13309
Purba, K. R., Asirvatham, D., & Murugesan, R. K. (2022). Influence maximization diffusion models based on engagement and activeness on instagram. Journal of King Saud University - Computer and Information Sciences, 34(6). https://doi.org/10.1016/j.jksuci.2020.09.012
Rivai, J. A. (2023). The Impact of Influencer Credibility on Purchase Intention of TikTok Users. In International Conference on ICT Convergence (Vol. 2023, pp. 57–62). https://doi.org/10.1109/ICoICT58202.2023.10262423
Rodrigo, J. R. (2023). Influencer marketing. Cuadernos de Derecho Transnacional, 15(2), 833–852. https://doi.org/10.20318/cdt.2023.8080
Roslan, N. I., & Salim, S. A. (2022). The Role of Influencer Engagement Towards Online Buying Intention. Research in Management of Technology and Business, 3(1).
Surjono, W. (2024). Factors Influencing Online Shopping Decisions in the Fashion Industry. International Journal of Management Science and Information Technology, 4(2), 297-311.
Tafesse, W., & Wood, B. (2021). Followers' Engagement with Instagram Influencers: The Role of Influencers’ Content and Engagement Strategy. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102303
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054432
Yonathan, G. E., & Bernarto, I. (2022). Pengaruh Content Marketing Instagram, Social Media Marketing Instagram, Price, Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar. At-Tadbir : Jurnal Ilmiah Manajemen, 6(2). https://doi.org/10.31602/atd.v6i2.6377
Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 133–147. https://doi.org/10.1080/15252019.2020.1769514
Zahara, Z. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592