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All Journal Jurnal Manajemen Pendidikan Jurnal Review Pendidikan dan Pengajaran (JRPP) Enrichment : Journal of Management Community Development Journal: Jurnal Pengabdian Masyarakat JES (Jurnal Ekonomi STIEP) Innovative: Journal Of Social Science Research Journal of Innovative and Creativity Jurnal Medika: Medika Digital Theory, Culture & Society
Yulianto
Institut Bisnis Dan Ekonomi Indonesia
Humanities Computer Science & IT Dentistry Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Absurdist marketing, radical honesty, and entrepreneurial brand leadership: a netnographic study of the aldis burger phenomenon in Indonesia Udin Saryono; Yulianto Yulianto; Ema Trisnawati; Taryati Sukmawati; Devi Wahyuningsih
Enrichment : Journal of Management Vol. 16 No. 3 (2026): August: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v16i3.2528

Abstract

This study examines how unconventional brand communication and entrepreneurial leadership jointly shape consumer trust in digital marketing. Using a contextual netnographic approach, 200 purposively sampled Instagram comments from five high-engagement Aldis Burger posts during its peak viral period (Q1–Q2 2026) were analyzed using thematic analysis. Five dominant themes emerged: Trust (30%), Humor (24%), Persona (20%), Uniqueness (14%), and Skepticism (12%), each reflecting a distinct leadership dimension. The findings indicate that entrepreneurial brand communication functions not only as a marketing strategy but also as an expression of leadership that strengthens consumer trust. Building on these findings, the study proposes three theoretically grounded constructs—Performative Honesty, Absurd Credibility, and Anti-Competitive Trust Signaling—together with the Persona-Congruence Mechanism as a moderating condition for trust formation. These constructs are presented as testable propositions for future research. The study contributes to the literature on brand leadership, digital marketing authenticity, and consumer trust while offering practical insights for entrepreneurial branding in the digital economy
Co-Authors Alberd Alberd, Alberd Audisty Prana Hardayu Bella Ghia Dimmera Devi Wahyuningsih Dwitanto, Joko Ema Trisnawati Ema Trisnawati Era, Era Junaidi Junaidi Kalis, Maria Christiana Iman Megawati Megawati Muhammad Afif Mustaruddin Rahayu , Fini Rizaldy, Rizaldy Saryono, Udin Sukma Febrianti Sukmawati, Taryati Sunaryono Sunaryono Taryati Sukmawati Tia Apriani Wanty Eka Jayanti Yuniarti Yuniarti Yusron Toto Zaqira, Ananda Zulkifli, Syarif