DOI: https://doi.org/10.14710/interaksi.13.2.372-386

VIRTUAL INFLUENCER ACTIVITIES ON INSTAGRAM SOCIAL MEDIA THROUGH THE PERSPECTIVE OF USER GENERATED CONTENT THEORY

*Pramedistiyani N Ain Naya  -  Universitas Telkom, Indonesia
Dasrun Hidayat  -  Universitas Adhirajasa Reswara Sanjaya, Indonesia
Nofha Rina  -  Universitas Telkom, Indonesia
Zikri Fachrul Nurhadi  -  Universitas Garut, Indonesia
Open Access Copyright 2024 Pramedistiyani N Ain Naya, Dasrun Hidayat, Nofha Rina, Zikri Fachrul Nurhadi under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract

Rapid technological developments have given rise to new technologies, one of which is Artificial Intelligence (AI). Virtual Influencers are a phenomenon that is currently popular in Indonesia. The emergence of virtual influencers is based on the increasingly advanced existing technology. The emerging artificial intelligence has an influence on the marketing of products or services on social media, especially on the Instagram platform. This research aims to determine the virtual activities of influencers on Instagram. The research method used is a descriptive qualitative method that is in-depth on empirical findings containing related information about virtual influencers. Research results obtained from interviews with sources show that virtual influencers are an effective technological advancement in helping a brand market its products or services. Even though most of them received  positive responses, it cannot be denied that virtual influencers also received negative responses. Virtual influencers are considered to be more able to adapt to a brand's wishes. In terms of marketing, virtual influencers  are easier to control because basically behind virtual influencers there are humans who design the program.

Fulltext View|Download
Keywords: Technology; artificial intelligence; virtual influencers; Instagram

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
KOMUNIKASI KESEHATAN BERBASIS HEALTH BELIEF MODEL: INTENSI KONSUMSI TABLET TAMBAH DARAH PADA SISWI PUSAT INFORMASI BENCANA MERAPI: KOMPETISI JURNALISME PEMERINTAH, MEDIA DAN WARGA DI TWITTER PEMBUNUHAN JURNALIS PALESTINA SHIREEN ABU AKLEH DALAM AKUN INSTAGRAM @HAJJAJ_CARTOONS (STUDI SEMIOTIKA PEIRCE) More recent articles
Most cited articles
Pengaruh Tingkat Pendidikan, Pengetahuan, Sikap dan Terpaan Iklan Layanan Masyarakat KB Versi Shireen Sungkar dan Teuku Wisnu di TV terhadap Perilaku KB pada Wanita atau Pria dalam Usia Subur TINGKAT KETERGANTUNGAN PENGGUNA MEDIA SOSIAL DAN KECEMASAN SOSIAL Faktor-faktor Penting Daya Tarik Stasiun Radio Bagi Pendengar Radio Di Kota Semarang Stigmatisasi Pemberitaan Terorisme di Media Massa SOCIAL STRATEGY PADA MEDIA SOSIAL UNTUK PROMOSI PARIWISATA DAERAH ISTIMEWA YOGYAKARTA More cited articles
  1. Bahtar, A. Z., & Muda, M. (2016). The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework. Procedia Economics and Finance, 37(16), 337–342. https://doi.org/10.1016/s2212-5671(16)30134-4
  2. Block, E., & Lovegrove, R. (2021). Discordant storytelling,‘honest fakery’, identity peddling: How uncanny CGI characters are jamming public relations and influencer practices. Public Relations Inquiry, 10(3), 265–293. https://doi.org/10.1177/2046147X211026936
  3. Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). ‘ I Felt a Little Crazy Following a’Doll’’" Investigating Real Influence of Virtual Influencers on Their Followers’. Proceedings of the ACM on Human-Computer Interaction, 6(GROUP), 1–28. https://doi.org/10.1145/3492862
  4. Christopher, G.V.H., & Sibarani, M. (2024). The Influence of User Generated Content and Company Generated Content as a Marketing Strategy on Customer Engagement (Case Study on PT Coca-Cola Indonesia Intagram Social Media). Indonesia Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3)
  5. Conti, M., Gathani, J., & Tricomi, P. P. (2022). Virtual Influencers in Online Social Media. IEEE Communications Magazine, 60(8), 86–91. https://doi.org/10.1109/MCOM.001.2100786
  6. Elvinta, A. W. (2021). PENGARUH USER-GENERATED CONTENT (UGC) DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN DAPUR MBOK SARMINAH
  7. Halim, E. M., & Candraningrum, D. A. (2021). The Influence of User-Generated Content Towards Somethinc Skincare Purchase Intention. Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 570 (Icebsh), 831–836. https://doi.org/10.2991/assehr.k.210805.131
  8. Hanus, M. D., & Fox, J. (2015). Persuasive avatars: The effects of customizing a virtual salesperson׳s appearance on brand liking and purchase intentions. International Journal of Human-Computer Studies, 84, 33–40. https://doi.org/https://doi.org/10.1016/j.ijhcs.2015.07.004
  9. Irwansyah, dan Sari Anjani.(2020).Peranan Influencer Dalam Mengkomunikasikan Pesan Di Media Sosial Instagram [The Role Of Social Media Influencers In Communicating Messages Using Instagram ]
  10. Jimmy Prawira Samudra, Sherley, Veren, Wisely Liang, dan Afandi.(2021).Pengaruh Endorsement Influencer Instagram Terhadap Keputusan Pembelian pada Generasi Z
  11. Kouadri, S., Elbeltagi, A., Islam, A. R. M. T., & Kateb, S. (2021). Performance of machine learning methods in predicting water quality index based on irregular data set: application on Illizi region (Algerian southeast). Applied Water Science, 11(12), 190. https://doi.org/10.1007/s13201-021-01528-9
  12. Littlejohn, K. E., & Kimport, K. (2017). Contesting and Differentially Constructing Uncertainty: Negotiations of Contraceptive Use in the Clinical Encounter. Journal of Health and Social Behavior, 58(4), 442–454. https://doi.org/10.1177/0022146517736822
  13. Lobato, R., Julian, T., & Hunter, D. (2012). Histories of user-generated content: Between formal and informal media economies. In Amateur Media (pp. 3–17). Routledge
  14. Luthfiany, Madiawati, P.N. Analisis Celebrtiy Endorser (Selebgram) Terhadap Minat Beli Skincare dengan Advertising Appeal sebagai Variebel Intervening.(E-Procceding of Management, 5(1)
  15. Mingkwan, S. (2022). An Exploratory Study of Virtual Influencers in Thailand [Magister Thesis]. Mahidol University
  16. Mirowska, A., & Arsenyan, J. (2023). Sweet escape: The role of empathy in social media engagement with human versus virtual influencers. International Journal of Human-Computer Studies, 174, 103008. https://doi.org/https://doi.org/10.1016/j.ijhcs.2023.103008
  17. Moustakas, E., Lamba, N., Mahmoud, D., & Ranganathan, C. (2020). Blurring lines between fiction and reality: Perspectives of experts on marketing effectiveness of virtual influencers. International Conference on Cyber Security and Protection of Digital Services, Cyber Security 2020. https://doi.org/10.1109/CyberSecurity4 9315.2020.9138861
  18. Muttamimah, L., & Irwansyah, I. (2023). Pemanfaatan Influencer Berbasis Virtual dalam Komunikasi Pemasaran. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 22(1), 31–42. https://doi.org/10.32509/wacana.v22i1.2322
  19. Neoreach. (2022). 2022 Virtual Creators Report. https://neoreach.com/quarterlyreports/virtual-creators/
  20. Putri, Vania Jovita.(2020).Pengaruh User-Generated Content (Ugc) Dan Kualitas Produk Terhadap Minat Beli Konsumen Dapur Mbok Sarminah
  21. Robinson, B. (2020). Towards an ontology and ethics of virtual influencers. Australasian Journal of Information Systems, 24. https://doi.org/10.3127/ajis.v24i0.2807
  22. Rodrigo-Martín, L., Rodrigo-Martín, I., & Muñoz-Sastre, D. (2021). Virtual influencers as an advertising tool in the promotion of brands and products. Study of the commercial activity of lil miquela. Revista Latina de Comunicación Social, 79, 70–91. https://doi.org/10.4185/RLCS-2021-1521
  23. Rustine, M., & Indriana, I. (2023). Potensi Penggunaan Influencer Virtual Indonesia Bagi Pemasaran Pariwisata Indonesia. Altasia Jurnal Pariwisata Indonesia, 5(2), 16–27. https://doi.org/10.37253/altasia.v5i2.7875
  24. Sands, S., Campbell, C., Plangger, K., & Pitt, L. (2022). Buffer bots: The role of virtual service agents in mitigating negative effects when service fails. Psychology & Marketing, 39(11), 2039–2054. https://doi.org/10.1002/mar.21723
  25. Silva, E. S., & Bonetti, F. (2021). Digital humans in fashion: Will consumers interact? Journal of Retailing and Consumer Services, 60, 102430. https://doi.org/10.1016/j.jretconser.2020.102430
  26. Sookkaew, J., & Saephoo, P. (2021). “Digital influencer”: development and coexistence with digital social groups. International Journal of Advanced Computer Science and Applications, 12(12). https://doi.org/10.14569/IJACSA.2021.0121243
  27. Sprout Social Inc. (2016). User-generated content: 5 steps to turn customers into advocates. http://sproutsocial.com/insights/user-generated-content-guide/
  28. Suzuki kenji.(2020).AI: A New Open Access Journal for Artificial Intelligence
  29. Wibawa, R. C., Pratiwi, C. P., Wahyono, E., Hidayat, D., & Adiasari, W. (2022). Virtual influencers: is the persona trustworthy? Jurnal Manajemen Informatika (JAMIKA), 12(1), 51–62. https://doi.org/10.34010/jamika.v12i1.6706
  30. Wietske, Wolff.(2022).A Trend or is Future of Influencer Marketing Virtual? The effect if virtual influencer and sponsorship disclosure or purchase intention, brand trust and consumer engagement
  31. Wirth, N. (2018). Hello marketing, what can artificial intelligence help you with? International Journal of Market Research, 60(5), 435–438. https://doi.org/10.1177/14707853187768
  32. Zacharaki, E. I., Deltouzos, K., Kalogiannis, S., Kalamaras, I., Bianconi, L., Degano, C., Orselli, R., Montesa, J., Moustakas, K., Votis, K., Tzovaras, D., & Megalooikonomou, V. (2020). FrailSafe: An ICT Platform for Unobtrusive Sensing of Multi-Domain Frailty for Personalized Interventions. IEEE Journal of Biomedical and Health Informatics, 24(6), 1557–1568. https://doi.org/10.1109/JBHI.2020.2986918

Last update:

No citation recorded.

Last update: 2025-01-05 09:59:43

No citation recorded.