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All Journal International Journal of Business Studies Startupreneur Business Digital (SABDA Journal) Salus Publica
Pratama, Sasotya
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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LEVERAGING INFLUENCER MARKETING IN HIGHER EDUCATION: KEY ROLES, SECTORS, PLATFORMS, AND INFLUENCER TYPES FOR INSTITUTIONAL BRANDING Pratama, Sasotya; Nelloh, Liza Agustina
International Journal of Business Studies Vol 9 No 1 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

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Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the higher education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommendations for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.Keywords: Influencer for Higher Education, Credibility, Social Proof, Social Media Platforms, Virtual Influencers, Micro Influencers, Niche Influencers
Leveraging Influencer Marketing in Higher Education: Key Roles, Sectors, Platforms, and Influencer Types for Institutional Branding Pratama, Sasotya; Nelloh, Liza Agustina Maureen
Startupreneur Business Digital (SABDA Journal) Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v4i2.847

Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the Higher Education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommenda- tions for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.
The Research Workshop - Nvivo on IPMI Institute Anantadjaya, Samuel PD; Lahuddin, Abdul Haris; Nawangwulan, Irma M; Pratama, Sasotya; Yulita F Susanti; Amelia Naim Indrajaya; Zahirsjah, Cut Sjahrifa; Hariandja, Hari Ara; Samuel, DC Ethan; Samuel, Daniella CE; Oktavianis, Yusrika; McNerney, Brian
Salus Publica: Journal of Community Service Vol. 3 No. 2 (2025): August 2025
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/saluspublica.v3i2.454

Abstract

The workshop featured in The Research Workshop (Volume 12) at the IPMI Institute in June 11, 2025 is concerned with the application of NVivo for advanced qualitative data analysis in research. Participants are introduced to NVivo's main functions such as importation, organization, and coding of many forms of data including text documents, surveys, and audio and video material. The hands-on sessions of the workshop are focused on real applications such as coding scheme development, integration of categorical data, and advanced querying techniques for identifying and interpreting patterns. Modeled for researchers and faculty alike, the intention of the program is to create new ways to achieve efficient and rigorous analyses in qualitative research, geared toward the application of these methods in real-world situations across disciplines. The session will also provide an introduction to some of those new NVivo features that are AI-assisted and will discuss the opportunities to enhance the analysis process as well as some limitations.
Co-Authors Amelia Naim Indrajaya Anantadjaya, Samuel PD Hariandja, Hari Ara LAHUDDIN, ABDUL HARIS Liza Agustina Maureen Nelloh McNerney, Brian Nawangwulan, Irma M Nelloh, Liza Agustina Oktavianis, Yusrika Samuel, Daniella CE Samuel, DC Ethan Timotius Agus Rachmat, Timotius Agus Wahiddudin, Mohammad Yulita F Susanti Zahirsjah, Cut Sjahrifa