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All Journal IJHABS International Journal of Education Management and Religion International Journal of Economics and Development
Chairunnisaa M Z Huzaen
Universitas Negeri Makassar
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Authenticity and Parasocial Interaction in Influencer Marketing: An Integrated Systematic Literature Review of Consumer Outcomes and Theoretical Perspectives Chairunnisaa M Z Huzaen
International Journal of Education Management and Religion Vol. 3 No. 2 (2026): July 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i2.1684

Abstract

Influencer marketing has become an increasingly important strategy in digital marketing, with authenticity and parasocial interaction emerging as key factors influencing consumer responses. Despite the growing body of literature, existing studies remain fragmented across different contexts and outcomes, making it difficult to obtain a comprehensive understanding of their roles in influencer marketing effectiveness. Therefore, this study aims to synthesize the existing literature on authenticity and parasocial interaction in influencer marketing through a Systematic Literature Review (SLR) using the PRISMA 2020 framework. A systematic search was conducted across relevant academic databases, resulting in 45 identified articles. Following the screening, eligibility assessment, and inclusion procedures, 20 articles were selected for final qualitative synthesis. The reviewed studies were analyzed using thematic analysis to identify major research trends, key themes, and research gaps. The findings reveal that authenticity and parasocial interaction play significant roles in shaping consumer behavior. Authentic influencers are generally perceived as more credible, trustworthy, and relatable, while parasocial interaction strengthens emotional connections between influencers and followers. These factors positively influence trust, engagement, purchase intention, electronic word-of-mouth (eWOM), and brand loyalty. Furthermore, the review highlights several gaps in the literature, including limited theoretical diversity, the dominance of cross-sectional survey designs, and the lack of studies examining virtual influencers and AI-generated influencers. This study contributes to the influencer marketing literature by providing an integrated theoretical perspective that connects authenticity, parasocial interaction, and consumer outcomes, thereby offering a more comprehensive explanation of influencer marketing effectiveness. The findings also provide practical implications for marketers by emphasizing the importance of selecting authentic influencers, fostering stronger influencer–consumer relationships, and developing engagement strategies that enhance trust, consumer loyalty, and positive word-of-mouth in digital environments
Exploring Audience Perspectives on Self-Development and Career Growth Through YouTube Comments: Evidence from the SUARA BERKELAS Podcast Andi Nurfiana Haz; Chairunnisaa M Z Huzaen
International Humanity Advance, Business & Sciences Vol 3 No 4 (2026): April
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i4.1161

Abstract

The growth of digital media has transformed the way individuals access information, share experiences, and engage in discussions related to self-development and career growth. Among various digital platforms, YouTube podcasts have emerged as popular sources of informal learning and personal reflection. This study explored audience perspectives on self-development and career growth through comments posted on the SUARA BERKELAS podcast on YouTube. The data consisted of 704 audience comments collected using a web scraping technique. Text preprocessing was conducted through case folding, cleaning, tokenization, and stopword removal. Subsequently, bigram analysis and Latent Dirichlet Allocation (LDA) topic modeling were applied to identify dominant discussion themes. The findings reveal five major themes: social reflection and national issues, life aspirations and future goals, youth self-development, motivation and life struggles, and concerns about the future. These themes indicate that audiences perceive the podcast not only as a source of entertainment but also as a medium for learning, self-reflection, and career development. The coherence score of 0.44 suggests that the topic model demonstrates acceptable consistency in representing audience discussions. This study highlights the role of digital podcasts in shaping audience perspectives on personal growth and career-related issues in contemporary society.
Artificial Intelligence (AI) Utilization And Student Learning Motivation: A Literature Review In Human Resource Management Perspective In The Digital Economy Era Andi Nurfiana Haz; Chairunnisaa M Z Huzaen
International Journal of Economics and Development Vol. 2 No. 2 (2026): Vol 2 No 2 December 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijed.v2i2.1690

Abstract

The digital economy era has transformed higher education by increasing the demand for adaptive, technology-oriented, and highly competent human resources. This transformation requires not only technological readiness but also psychological preparedness among students as a future talent pool. This study examines the utilization of Artificial Intelligence (AI) and its relationship with students’ learning motivation from a Human Resource Management (HRM) perspective in the digital economy era. The study employs a qualitative approach using a literature review method, synthesizing findings from seven relevant scholarly articles published between 2025 and 2026. The reviewed literature consistently indicates that the combined influence of AI utilization and learning motivation is positively associated with improvements in students’ academic performance. Several studies highlight that students who effectively utilize AI tools and demonstrate strong learning motivation tend to achieve better academic outcomes, enhanced learning efficiency, and greater readiness for future workforce demands. AI functions as an effective cognitive support tool by personalizing learning materials, enhancing learning efficiency, and fostering creativity. However, the literature also highlights the potential risk of digital dependency when AI adoption is not accompanied by intrinsic motivation to acquire knowledge. Therefore, learning motivation plays a crucial mediating role in maintaining academic integrity and promoting meaningful learning. From a human capital development perspective, higher education institutions serve as the primary source of future talent for organizations operating in the digital economy. Students who demonstrate strong learning motivation and AI proficiency are more likely to adapt quickly and perform effectively in the labor market. The findings suggest that the integration of AI technology with effective motivation management is essential for developing agile, adaptive, and competent human capital. Consequently, universities should promote responsible AI adoption while strengthening students’ intrinsic motivation to support sustainable learning outcomes, workforce readiness, and long-term organizational competitiveness in the era of digital economic transformation.
Emoji Based Marketing And Consumer Engagement: A Systematic Literature Review Of Recent Studies (2022–2026) Chairunnisaa M Z Huzaen
International Journal of Economics and Development Vol. 2 No. 2 (2026): Vol 2 No 2 December 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijed.v2i2.1691

Abstract

The growing use of emojis in digital communication has transformed the way brands interact with consumers and has increased scholarly interest in emoji-based marketing. However, existing studies remain fragmented across different contexts and outcomes, and limited attention has been devoted to providing an integrated understanding of how emoji-based communication contributes to consumer engagement. Therefore, this study aims to synthesize existing knowledge on emoji-based marketing and consumer engagement through a Systematic Literature Review (SLR). The review followed the PRISMA 2020 framework and utilized the Scopus database to identify relevant studies published between 2022 and 2026. An initial search yielded 30 records, of which 20 articles were retained after the screening and eligibility assessment processes. The selected studies were analyzed using thematic analysis to identify major themes, research trends, and future research opportunities. The findings reveal that the dominant themes in the literature include emoji-based communication in digital marketing, consumer engagement, and consumer outcomes associated with emoji usage. Emojis have evolved from simple visual symbols into strategic communication tools that enhance emotional appeal, interaction, and message effectiveness, thereby contributing to trust, brand attitudes, purchase intentions, electronic word-of-mouth, and brand loyalty. The review also identifies several emerging topics, including AI-assisted communication, social commerce, virtual consumer interactions, and other evolving digital environments. By integrating insights from multiple theoretical perspectives, this study contributes to the consumer engagement literature by providing a comprehensive understanding of the mechanisms through which emoji-based communication influences consumer engagement and relationship building. Furthermore, the review identifies theoretical, contextual, and methodological gaps that offer promising directions for future research and provides practical implications for marketers seeking to strengthen brand–consumer relationships in digital environments.
Co-Authors Andi Nurfiana Haz