Proceedings of the Conference Towards ASEAN Chairmanship 2023 (T-A-C 23 2021)

The Role of Nano Influencers Through Instagram as an Effective Digital Marketing Strategy

Authors
Rafki Chandra Wibawa1, *, Chairani Putri Pratiwi1, Hasna Larasati1
1BINUS Entrepreneurship Center, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University
*Corresponding author. Email: rafki.wibawa@binus.ac.id
Corresponding Author
Rafki Chandra Wibawa
Available Online 7 December 2021.
DOI
https://doi.org/10.2991/aebmr.k.211207.036How to use a DOI?
Keywords
Digital Marketing; Instagram; Nano Influencers; Social Media
Abstract

Digital marketing is one of the most preferred forms of marketing after the Covid 19 pandemic. The younger generations are using digital marketing extensively, and they are also using it by middle and older generations. Marketers are using digital marketing to market their products and services. Due to technological advancements, digital marketing, search engine marketing, and social media marketing are becoming more popular. Digital marketing requires a new understanding of customer behaviour. Digital marketing is a strategy that gives an individual or organization the ability to get in touch with clients by establishing innovative practices, combining technology with traditional marketing strategies. In order to be successful in digital marketing, an individual or organization needs to gain a new understanding of client behaviour. Digital marketing is a strategy that gives an individual or organization innovative ways to get in touch with customers by combining technology and traditional marketing practices. Nowadays, social media is more than just a place to share personal information; it is also a place where businesses get information. Social media is becoming a great tool for small businesses, mainly for digital marketing using some people called influencers who market products by using positive testimonials and offering the opportunity to purchase through social media. As a social media influencer, Instagram in particular has been a big part of society since its beginning. In market research, businesses and organizations are increasingly considering employing nano-influencers, which have the power to reach and influence hard-to-reach stakeholders such as groups seeking to promote a specific product or service. Nano-influencers form the first step in the development of influencers that have the highest engagement rates among all the categories of influencers. They are more open to unpaid partnerships to build their profile, and they often reach out to their own brands to foster partnerships. The research method used is literature review. The results of this study show that nano influencers have a positive impact on digital marketing strategies by using Instagram social media. It has a real impact on the economy, especially Indonesia. In the future, business people should follow technological advances to increase their business marketing.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the Conference Towards ASEAN Chairmanship 2023 (T-A-C 23 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
7 December 2021
ISBN
978-94-6239-478-0
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.211207.036How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Rafki Chandra Wibawa
AU  - Chairani Putri Pratiwi
AU  - Hasna Larasati
PY  - 2021
DA  - 2021/12/07
TI  - The Role of Nano Influencers Through Instagram as an Effective Digital Marketing Strategy
BT  - Proceedings of the Conference Towards ASEAN Chairmanship 2023 (T-A-C 23 2021)
PB  - Atlantis Press
SP  - 233
EP  - 238
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211207.036
DO  - https://doi.org/10.2991/aebmr.k.211207.036
ID  - Wibawa2021
ER  -