The Effect of Influencer Engagement Rate in Increasing Followers of Instagram Official Account
Abstract
The phenomenon of influencer marketing has grown rapidly in recent years. Instagram is considered one of the social media platforms that produce the highest number of influencer marketing, especially to reach Generation Y and Generation Z. Influencers are part of the marketing strategy, which is also used by brands to market their products. Several studies show that the engagement rate affects the desire to buy from followers of official Instagram accounts, and also make followers consider to buy products from the official Instagram account is the number of followers. Therefore, the main study of this research is to compare the effect of the engagement rate of Instagram influencers on increasing the number of followers of official brand accounts so that the resulting recommendations can be used in the next stage of the influencer marketing process. The research will be conducted using quantitative research methods. There are two types of variables, the dependent variable is the result of adding followers to the official account during the research period and the independent variable of this research is the engagement rate value of the influencer. The results show that the engagement rate of influencers has no effect on increasing followers on Instagram's official accounts, but the engagement rate value affects the percentage increase in the number of followers. This shows that the higher the engagement rate, the higher the percentage of additional followers. A significant increase 24.7 % in followers (account number) will occur on official accounts that have previously had more followers when doing influencer marketing.
Keywords: Digital marketing, influencer, engagement rate, increased followers, marketing strategy.
Full Text:
PDFReferences
Abednego, F. A., Kuswoyo, C., Cen Lu, & Wijaya, G. E. (2021). Analisis pemilihan social media influencer Instagram pada Generasi Y dan Generasi Z di Bandung. JRB-Jurnal Riset Bisnis, 5(1), 57-73. https://doi.org/10.35814/jrb.v5i1.2558
Adetunji, R. R., Mohd Rashid, S., & Ishak, M. S. (2018). Social media marketing communication and consumer-based brand equity: An account of automotive brands in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 34(1), 1-19. https://doi.org/10.17576/JKMJC-2018-3401-01
Amalia, J. R., & Hanika, I. M. (2021). Tourism in digital era: The influence of digital marketing on the intention to visit museum. Jurnal Komunikasi: Malaysian Journal of Communication, 37(3), 274-287. https://doi.org/10.17576/JKMJC-2021-3703-16
Amriel, E. E. Y., & Ariescy, R. R. (2021). Analisa engagement rate di Instagram: Fenomena like dan komentar. Media Manajemen Jasa, 9(2), 1-10.
Anggraeni, A. I., Mulasiwi, C. M., Putri, P. K., Novandari, W., & Puspasari, N. (2022). Peran micro influencer dalam promosi produk UMKM. Prosiding Seminar Pengembangan Sumber Daya Perdesaan dan Kearifan Lokal Berkelanjutan XI, 12-14 Oktober 2021 (pp. 116-119). Purwokerto. http://jurnal.lppm.unsoed.ac.id/ojs/index.php/Prosiding/article/viewFile/1772/1532
Astuti, R. L. M. B., & Santoso, H. P. (2016). Pengaruh promosi online dan celebrity endorser terhadap minat beli konsumen tas online shop Fani House. Interaksi Online, 5(1), 1-10. https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/14474
Athaya, F. H., & Irwansyah. (2021). Memahami influencer marketing: Kajian literatur dalam variabel penting bagi influencer. Jurnal Teknologi dan Sistem Informasi Bisnis, 3(2), 334-349. https://doi.org/10.47233/jteksis.v3i2.254
Atmoko, B. D. (2012). Instagram handbook. Jakarta: Media Kita.
Bonson, E., & Ratkai, M. (2013) A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787-803.
Brogan, C. (2010). Social media 101: Tactics and tips to develop your business online. John Wiley & Sons.
Boomika, T., & Murugan, R. (2020). A study on digital marketing. International Journal of Psychosocial Rehabilitation, 24(4), 2784–2789. https://doi.org/hj4b
Burgess, E. (2016). 11 Essential stats for influencer marketing in 2016. Influencer Orchestration Network [ION]. https://www.ion.co/11-essential-stats-for-influencer-marketing-in-2016
Chakti, A. G. (2019). The book of digital marketing: Buku pemasaran digital. Makasar: Celebes Media Perkasa.
Childers, C. C., Lemon, L. L., & Hoy, M. G. (2018). Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258– 274. https://doi.org/10.1080/10641734.2018.1521113
Coelho, R. L. F., Oliveira, D. S. D., & Almeida, M. I. S. D. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458-471.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: Impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
Evelina, L. W., & Handayani, F. (2018). Penggunaan digital influencer dalam promosi produk (Studi kasus akun Instagram@ bylizzieparra). Warta Ikatan Sarjana Komunikasi Indonesia, 1(1), 71-82. https://doi.org/10.25008/wartaiski.v1i01.10
Ewers, N. L. (2017). #Sponsored–influencer marketing on Instagram: An analysis of the effects of sponsorship disclosure, product placement, type of influencer and their interplay on consumer responses (Master's thesis, University of Twente). https://purl.utwente.nl/essays/72442
Foxwell, B. (2020). A guide to social media influencers: Mega, macro, micro, and nano. Icon Square Blog.
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of undergraduate research in communications, 8(2), 77-87.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.
Grenny, J., Patterson, K., Maxfield, D., McMillan, R., & Switzler, A. (2013). Influencer: The new science of leading change. New York: McGraw-Hill Education.
Hakim, M. L., & Indarwati, T. A. (2022). Pengaruh influencer marketing dan nilai emosional terhadap niat beli produk virtual skin pada game Mobile Legends: Bang Bang. Jurnal Ilmu Manajemen, 10(1), 199-209.
Hansson, C., & Eriksson, E. (2016). Fashion brands and engagement on Instagram (Degree of Bachelor thesis, Halmstad University). Halmstad University Library. http://hh.diva-portal.org/smash/record.jsf?pid=diva2%3A943429&dswid=-8003
Hardani, H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode penelitian kualitatif & kuantitatif. Pustaka Ilmu.
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (Sebuah studi literatur). Eksekutif, 15(1), 133-146. http://repository.ikado.ac.id/id/eprint/61
Hopper. (n.d.). Engagement rate. https://www.hopperhq.com/social-media-marketing-glossary/engagement-rate/
IAB. (2018, January). Why Publishers are increasingly turning to influencer marketing – And what that means for marketers. https://www.iab.com/wp-content/uploads/2018/01/IAB_Influencer_Marketing_for_Publishers_2018-01-25.pdf
Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
Kemp, S. (2020). Digital 2020: Indonesia. Data Reportal. https://datareportal.com/reports/digital-2020-indonesia?rq=digital 2020 indonesia
Kemp, S. (2021). Digital 2021: Indonesia. Data Reportal. https://datareportal.com/reports/digital-2021-indonesia
Kotler, P., & Keller, K. L. (2012). Marketing management. Harlow: Pearson Education.
Lee, E., Lee, J. A., Moon, J. H., & Sung, Y. (2015). Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology, behavior, and social networking, 18(9), 552-556. http://doi.org/10.1089/cyber.2015.0157
Marickar, S., & Rajasekhar, D. (2019). An analysis of growth and usage patterns of Instagram users for effective brand engagement in the middle east. Journal of Critical Reviews, 7(2), 265-267.
Maulana, I., Manulang, J. M., & Salsabila, O. (2020). Pengaruh social media influencer terhadap perilaku konsumtif di era ekonomi digital. Majalah Ilmiah Bijak, 17(1), 28-34.
Mayfield, A. (2008). What is social media. iCrossing (eBook). http://crmxchange.com/uploadedFiles/White_Papers/PDF/What_is_Social_Media_iCrossing_ebook.pdf
Messiaen, J. (2017). Influencer marketing how the popularity threshold of Instagram influencers impacts consumer behaviour: The moderating role of purchase involvement (Unpublished Master’s Thesis, Universiteit Gent, Nehterlands). https://scriptiebank.be/scriptie/2017/influencer-marketing-how-popularity-threshold-instagram-influencers-impacts-consumer
Moore, K., & McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28(1), 267-274.
Nandagiri, V., & Philip, L. (2018). Impact of influencers from Instagram and YouTube on their followers. International Journal of Multidisciplinary Research and Modern Education, 4(1), 61-65.
Nisrina, R. M. (2019). Pengaruh beauty vlogger sebagai influencer marketing dan citra merek terhadap keputusan pembelian kosmetik L’oreal di counter Matahari Departement Store Bandung Indah Plaza (Survey pada pengunjung L’oreal di counter Matahari Departement Store Bandung Indah Plaza) (Doctoral dissertation, Universitas Pasundan, Indonesia). http://repository.unpas.ac.id/40683/
Rebelo, M. F. (2017). How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention (Master dissertation, Universidade Católica Portuguesa). http://hdl.handle.net/10400.14/23360
Sherlyanita, A. K., & Rakhmawati, N. A. (2016). Pengaruh dan pola aktivitas penggunaan internet serta media sosial pada siswa SMPN 52 Surabaya. Journal of Information Systems Engineering and Business Intelligence, 2(1), 17-22.
Soraya, P. P. (2021, June 11). Cara menghitung engagement rate Instagram dengan tools. Dot Next. https://dotnextdigital.com/cara-menghitung-instagram-rate
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: The fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
Talavera, M. (2015). 10 reasons why influencer marketing is the next big thing. Adweek. https://www.adweek.com/performance-marketing/10-reasons-why-influencer-marketing-is-the-next-big-thing/
Tongdamachart, N., & Niyomsilpa, S. (2022). Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand. Jurnal Komunikasi: Malaysian Journal of Communication, 38(1), 201-220. https://doi.org/10.17576/JKMJC-2022-3801-11
Veissi, I. (2017). Influencer marketing on Instagram (Bachelor’s thesis, Haaga-Helia). https://www.theseus.fi/bitstream/handle/10024/135448/Iman_Veissi.pdf?sequence=1
Wahyuni, S. N., & Damayanti, D. (2019). Digital branding menggunakan Instagram follower. INFOS Journal-Information System Journal, 1(4), 31-35.
Refbacks
- There are currently no refbacks.
e-ISSN: 2289-1528