The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era
Melly Maulin Purwaningwulan, Asep Suryana, Uud ud Wahyudin, Susanne Susanne Dida
Melly Maulin Purwaningwulan
Available Online November 2018.
- https://doi.org/10.2991/icobest-18.2018.26How to use a DOI?
- Influencer Marketing, Muslim Fashion, Digital Marketing Communication
- 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.
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 BT - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018) 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 -