Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)

The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era

Authors
Melly Maulin Purwaningwulan, Asep Suryana, Uud ud Wahyudin, Susanne Susanne Dida
Corresponding Author
Melly Maulin Purwaningwulan
Available Online November 2018.
DOI
https://doi.org/10.2991/icobest-18.2018.26How to use a DOI?
Keywords
Influencer Marketing, Muslim Fashion, Digital Marketing Communication
Abstract
Influencer marketing is the one who managed to attract the attention of people on digital platforms, such as celebgram and vlogger. The advantages of social media that enable direct interaction with consumers have to lead to the use of influencer marketing as a trend to promote the brand. One industry that actively uses influencer marketing is Indonesia’s Muslim fashion industry. Research aimed to analyze and find solutions about the effectiveness, creativity process, uniqueness, and selectivity of influencer marketing in promoting the brand in the Indonesia’s Muslim fashion industry. The research method used is a case study. Case study research is a study that examines the contemporary phenomenon as a whole and comprehensive, this study in accordance with the focus of research on influencer marketing as a present phenomenon. The results obtained that influencer marketing trusted more engage on consumers in promoting the product, the process of creativity in creating ideas and promotional content based on their identity, so there were different approaches. The uniqueness of influencer marketing in Muslim fashion required extra selectivity because they have to build beautiful Islamic branding.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2018
ISBN
978-94-6252-611-2
ISSN
2352-5398
DOI
https://doi.org/10.2991/icobest-18.2018.26How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Melly Maulin Purwaningwulan
AU  - Asep Suryana
AU  - Uud ud Wahyudin
AU  - Susanne Susanne Dida
PY  - 2018/11
DA  - 2018/11
TI  - The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era
PB  - Atlantis Press
SP  - 114
EP  - 119
SN  - 2352-5398
UR  - https://doi.org/10.2991/icobest-18.2018.26
DO  - https://doi.org/10.2991/icobest-18.2018.26
ID  - MaulinPurwaningwulan2018/11
ER  -