The Role of Influencer Marketing for Creative Agencies in Terms Creating Business Models
Rezi Muhamad Taufik Permana, M. Malik Akbar Rohandi, Yudha Dwi Nugraha

Faculty of Economics And Business, Universitas Islam Bandung

Abstract

Influencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.

Keywords: Influencer Marketing, Electronic Word of Mouth, Social Media Marketing

Topic: Economic