In 2023, roughly 45.36 thousand of Instagram influencers in Indonesia were micro-influencers with around 10 thousand to 50 thousand followers. As of January 2023, Indonesia was one of the countries with the largest Instagram audience worldwide.

Consumers' dependence on product reviews provided by other consumers makes consumers make social media influencers (SMI) a source of information and reference before purchasing products. The influence of SMI on their followers has led many beauty marketers to use social media influencers to communicate their products. However, the increasing use of influencer marketing by marketers has led to consumer suspicion of the authenticity of influencers. Therefore, based on the stimulus-organism-response (SOR) framework, this study analyzes consumer behavior through the content attributes and interaction strategies exposed by social media influencers to followers, leading to consumers' internal perceptions of parasocial interaction, hedonic value, and utilitarian, and ultimately influencing consumers' response of purchase intention. This study used PLS-SEM as a data analysis technique using a sample of 363 respondents. The PLS-SEM results revealed that content attributes (i.e., attractiveness and prestige) and interaction strategies (i.e., interactivity) positively influence parasocial interaction and, in turn, lead to purchase intention. The results also show that parasocial interaction has a significant effect on hedonic (perceived transparency and perceived enjoyment) and utilitarian (informativeness and credibility) responses. It was also found that hedonic (perceived enjoyment) and utilitarian (credibility) responses significantly influenced purchase intention. Meanwhile, the hedonic response (perceived transparency) and utilitarian response (informativeness) did not significantly affect followers' purchase intention. This research demonstrates the role of content attributes and interaction strategies in creating parasocial interactions and the effects of parasocial interactions on hedonic, utilitarian and purchase intention responses. Based on the results of this study, marketers and influencers are advised to build intimate relationships with the audience to increase purchase intention. This relationship-building can be created through high interactive power, attractiveness, and prestige content. Then, it is also recommended to pay attention to aspects of audience comfort and maintain the credibility of influencers to shape the buying interest of the audience of social media influencer content.

As of June 2023, the number of TikTok influencers with 10 thousand to 50 thousand followers in Indonesia amounted to almost ******. As of April 2023, Indonesia was the country with the second-largest TikTok audience worldwide.

Background: Concerns over an infodemic following a surge in health misinformation circulating on social media sets out the government's priority for Indonesia. Given the urgent work on the coronavirus disease 2019 (COVID-19) response, the government collaborated with health-related spokespersons and influencers with a medical background by starting a COVID-19 public education campaign on social media. A collaborative initiative involved health spokespersons from government and non-government to clarify misinformation about COVID-19. Methods: The primary purpose of this research is to compare government and non-government spokespersons by examining their role in educating about the COVID-19 vaccine and health services. This study employed comparative factor analysis and non-participatory observation toward the media activity of spokespersons in Indonesia. Using a questionnaire, this study examines the dimensions of public campaigns, risk communication, health and emergency, leadership, and communication from Indonesian spokespersons. The data collection was conducted in two stages. The first stage was a pilot study that collected data from 102 respondents, the second stage collected data from 276 respondents. Results: Findings show that utilizing the spokesperson is important due to its capabilities of reaching diverse audiences, and improving public engagement, trustworthiness, and credibility. Conclusions: With the combination of health authorities spokespersons and health influencers in Indonesia, this study provides valuable insights for communication management in developing and supporting the role of health authorities from the government, non-government as well as medical sectors. The data collection was conducted in two phases: The first phase was a pilot study that collected data from 102 respondents, and the second phase collected data from 276 respondents. Respondents mainly were enrolled through an online survey form in Spring 2022. Participation in the survey was voluntary and unpaid. Microsoft Excel Microsoft Word Tableu: software to visualize data Funding provided by: ITBCrossref Funder Registry ID: http://dx.doi.org/10.13039/501100015689Award Number:

The Indonesian digital advertising market exhibits robust growth, projected to reach a market size of $3.05 billion in 2025, expanding at a Compound Annual Growth Rate (CAGR) of 5.77% from 2025 to 2033. This expansion is fueled by several key drivers. Firstly, Indonesia's burgeoning digital economy, with a rapidly increasing internet and smartphone penetration rate, creates a vast pool of potential consumers accessible through digital advertising channels. Secondly, the rising adoption of social media platforms, particularly amongst younger demographics, provides advertisers with highly targeted opportunities to engage their audiences effectively. Thirdly, the increasing sophistication of programmatic advertising technologies enables greater efficiency and precision in ad delivery, optimization, and measurement, further encouraging market growth. Finally, a growing number of Indonesian businesses are recognizing the importance of digital advertising for brand building, lead generation, and driving sales. While challenges such as data privacy concerns and the need for improved digital infrastructure persist, the overall market trajectory remains positive. The market is segmented by advertising type (audio, video, influencer, banner, search, and classifieds), platform (desktop and mobile), and industry (FMCG, information technology, healthcare, media and entertainment, and others). While precise market share data for each segment is unavailable, it’s reasonable to expect that video and influencer advertising will experience faster-than-average growth, given the rising popularity of short-form video content and the increasing trust consumers place in influencer endorsements. Mobile advertising will likely dominate the platform segment, mirroring global trends. The FMCG, information technology, and media and entertainment industries are expected to be major advertisers, due to their significant marketing budgets and need for broad audience reach. Competitive dynamics are shaped by a mix of global tech giants like Google, Amazon, and Facebook (Meta), and local players vying for market share. The market's continued expansion hinges on factors such as government initiatives to support digital infrastructure and the evolving digital literacy of the Indonesian population. The forecast period through 2033 suggests sustained, albeit potentially moderating, growth in this dynamic and competitive landscape. Recent developments include: December 2023: Accenture announced the acquisition of the business of media and marketing technology company Jixie. Jixie’s digital marketing platform will be integrated into Accenture to strengthen its marketing transformation capabilities, helping Indonesian clients deliver more personalized experiences to enhance customer engagement for sustainable business growth.December 2023: ByteDance Ltd’s TikTok agreed to invest in a unit of Indonesia’s GoTo Group and cooperate on an online shopping service, pioneering a template for e-commerce. The Chinese-owned video service has agreed to work with GoTo’s Tokopedia across several areas. ByteDance aims to revive its online shopping service in Southeast Asia’s most significant retail arena.. Key drivers for this market are: Ongoing Shift from Traditional to Online Advertising, Increasing Use of Recommendation Engines. Potential restraints include: Ongoing Shift from Traditional to Online Advertising, Increasing Use of Recommendation Engines. Notable trends are: Video Advertising to Grow at a Significant Rate.

According to information from NapoleonCat, the highest share of Instagram users in Indonesia, **** percent, were between the ages of 25 and 34 years as of December 2024. As of this date, there were approximately **** million Instagram users in Indonesia, of which **** percent were female and **** percent male. Indonesia's Instagram landscape Indonesia stood out as one of the countries with the largest Instagram audiences globally. Based on follower counts, Instagram in Indonesia is dominated by influencers with followers ranging from ** to ** thousand. As of June 2023, there were around **** thousand micro-influencers on Instagram in Indonesia. Standing out as the most followed influencer accounts were popular public figures such as Raffi Ahmad and Nagita Slavina, Ayu Ting Ting, and Prilly Latuconsina. Influencer marketing trends in Indonesia As a prevalent platform for influencer marketing, Instagram held a significant share of nearly ** percent in such campaigns in Indonesia in 2022. Nowadays, influencers are key in swaying consumer purchasing decisions. A recent study revealed that ** percent of Indonesian consumers stated that Instagram influencers were the type of influencer whose endorsed products they would purchase. While Instagram can help consumers with their purchase decisions, an increasing number of brands are also leveraging influencer marketing to gain a larger consumer base. As of October 2022, Indonesian food and drink brands were the brands that leveraged influencer marketing the most. This was followed by fashion and beauty brands.

Data yang didapatkan dari hasil survey terhadap pengaruh dari influencer terhadap transaksi cryptocurrency yang dilakukan oleh masyarakat Indonesia. Survey yang dilakukan diambil dari responden dengan kriteria masyarakat yang mengikuti para influencer cryptocurrency di media sosial.

Data diukur dengan menggunakan Skala Likert dimana skala 1 = sangat tidak setuju, 2 = tidak setuju, 3 = netral, 4 = setuju, dan 5 = sangat setuju.

IntroductionThe rise of social media has transformed fashion influencers into key players in shaping consumer attitudes and behavior, especially among Generation Z. However, the psychological mechanisms that underlie the relationship between influencer perception and consumer purchase behavior remain underexplored, particularly in emerging markets like Indonesia. This study investigates how attitudes toward fashion influencers affect purchase behavior, mediated by brand attitude and purchase intention.MethodsGrounded in the Theory of Planned Behavior (TPB), this study examines the influence of perceived credibility, influencer expertise, and perceived behavioral control on consumers' attitudes toward fashion influencers. Data were collected through an online questionnaire distributed to 290 Indonesian women, with 251 valid responses analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0.ResultsAll hypothesized relationships were supported. Perceived credibility had the strongest effect on attitude toward influencers, followed by perceived behavioral control and influencer expertise. Attitude toward influencers significantly influenced brand attitude and purchase intention. Brand attitude also served as a strong mediator between influencer attitude and purchase intention. Finally, purchase intention had a strong and direct impact on actual purchase behavior.DiscussionThe findings highlight the pivotal role of influencer credibility and brand attitude in shaping purchase outcomes. The near-complete transfer of positive sentiment from influencer to brand emphasizes the influencer's dual function as both a communicator and co-creator of brand value. These insights extend TPB and offer actionable guidance for marketers targeting Gen Z consumers through digital platforms.

The Southeast Asia media and advertising industry is experiencing robust growth, projected to reach a market size of $24.59 billion in 2025, expanding at a Compound Annual Growth Rate (CAGR) of 15.30%. This significant expansion is fueled by several key drivers. The increasing adoption of digital media, particularly mobile, across the region is a major catalyst. Southeast Asia's burgeoning young and tech-savvy population is driving demand for engaging online advertising formats, including video, social media, and influencer marketing. Furthermore, rising disposable incomes and increased urbanization are contributing to higher advertising spending across various sectors, from consumer goods to financial services. Economic growth in key markets like Indonesia, Vietnam, and the Philippines further bolsters this trend. However, challenges remain. The industry faces complexities in media fragmentation, the need for sophisticated data analytics to target specific demographics effectively, and the ongoing evolution of consumer preferences. Competition among established and emerging players is also intense, demanding continuous innovation and strategic adaptation. Regulatory changes and data privacy concerns also present ongoing hurdles for the industry's growth and sustainability. Looking ahead, the industry will likely see a continued shift towards digital channels, a greater emphasis on data-driven strategies, and a more nuanced understanding of regional cultural contexts to maximize advertising effectiveness. The analysis of regional markets shows varying levels of maturity. While advanced economies may exhibit steadier growth, emerging markets are expected to experience more rapid expansion driven by higher penetration rates of digital media and rising advertising budgets. The significant contribution of key players like JCDecaux, Clear Channel, and OOH Media underlines the dominance of established Out-of-Home (OOH) advertising alongside the emergence of digital-first companies. Future growth will depend on the continued investment in digital infrastructure, fostering greater trust in data privacy practices, and adapting creative strategies to effectively engage diverse audiences in the region. The industry’s success will hinge on successfully navigating the balance between technological advancement and cultural sensitivity to build meaningful connections with consumers. Recent developments include: February 2023: Foodpanda Singapore announced a strategic partnership with Clear Channel Singapore to launch a real-time, user-generated, out-of-home execution across Clear Channel Singapore's digital screens, Play+Display, as part of its 360-media campaign., August 2022: Vistar Media announced the launch of complete programmatic capabilities in Indonesia, Malaysia, the Philippines, and Hong Kong, expanding its already established Asia-Pacific presence, which includes Singapore, Australia, and New Zealand. The Vistar Demand-Side Platform (DSP) is the primary source of programmatic demand transactions for digital out-of-home. Advertisers and agencies in Southeast Asia can now use the Vistar DSP to design, purchase, and evaluate data-driven out-of-home (ooH) campaigns through open exchange and private marketplace partnerships.. Key drivers for this market are: Increase in Public Transit Infrastructure, Increasing Adoption of Digital Screens. Potential restraints include: Increase in Public Transit Infrastructure, Increasing Adoption of Digital Screens. Notable trends are: Transit Application is Expected to Hold the Highest Market Share.

Indonesia Digital Advertising Market Size was valued at USD 6.66 Billion in 2024 and is projected to reach USD 15.35 Billion by 2032, growing at a CAGR of 11 % from 2026 to 2032. The Indonesia digital advertising market is driven by rapid internet and smartphone penetration, with a growing young population highly active on social media platforms. The shift from traditional to digital media, especially among urban consumers, boosts demand for targeted and measurable advertising solutions. Additionally, increased e-commerce activity and government support for digital infrastructure further propel market growth. Brands are leveraging data-driven marketing, influencer collaborations, and localized content to connect with diverse audiences more effectively.

During a 2024 survey, ** percent of respondents from Indonesia stated they believed social media influencers were a useful source of information on finance topics. In Germany, the share stood at ** percent.

According to a survey on social media usage in Indonesia conducted in February 2022, Facebook was the most used social media platform among Indonesian users, as stated by approximately **** percent of respondents. Instagram came in second place, with almost ** percent of respondents using the platform. Indonesia’s digital environment Indonesia is one of the leading mobile-first nations in Asia, boasting more than *** million smartphone users as of 2022. As mobile internet penetration grows across the country, the demand for affordable data prices, greater coverage, and improved quality of service is also increasing. In 2021, 5G mobile technology was launched and gradually introduced in Indonesia. Telkomsel was the first Indonesian internet provider to have rolled out commercial 5G services in some areas of the country, followed by Indosat (IOH) and XL. These operators are now working to expand their 5G data service coverage across the country. Social media as a marketing tool Social media is no longer limited to personal use; many businesses have incorporated social media into their business operations. Having an influencer marketing or social commerce strategy is now considered key in a country with an average daily time spent on social media reaching up to * hours and ** minutes. A recent survey found that around ** percent of social media users in Indonesia would search for more information on the brand or product being endorsed when exposed to influencer marketing content.