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Journal : ETTISAL Journal of Communication

Strategies of Virtual Influencers Crafting Viral Content in Indonesia Zenobia, Zhafira; Christin, Maylanny
ETTISAL : Journal of Communication Vol. 9 No. 2 (2024): ETTISAL : Journal of Communication
Publisher : Universitas Darussalam Gontor collaboration with ISKI (Ikatan Sarjana Ilmu Komunikasi Indo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ejoc.v9i2.13251

Abstract

Virtual influencers are becoming increasingly popular on social media, with many major brands targeting young consumers preferring virtual influencers as they are easier to manage compared to human influencers. This study aims to analyze the digital storytelling strategies and representations of virtual influencers from various countries, specifically Indonesia, the United States, and Brazil, on social media platforms like TikTok. Using a qualitative method with narrative analysis, this study found that virtual influencers reflect significant cultural and market differences based on their promotional focus and content style. For instance, Indonesian virtual influencer Arbie Seo promotes products from the brand Nabati, and Lentari Pagi focuses on promoting sports events like e-football. Meanwhile, American virtual influencer Lil Miquela collaborates with major brands like Dior, and Lu do Magalu from Brazil promotes household products. Digital storytelling is compelling as it unconsciously draws audiences into following storylines by integrating multimedia elements presented by virtual influencer content. This strategy not only enhances audience engagement but also increases the potential for content to go viral. This study provides insights into how virtual influencers build audience connections through storytelling and appealing representations.
Co-Authors Acep Rohendi Adywibawa, Rangga Aru Putra Aini, Sheva Nada Aisy, Nafisa Rihadatul Alila Pramiyanti Andi Refandi Febriyansyah Andi Refandi Febriyansyah, Andi Refandi Anshari, Ahmad Atie Rachmiatie Aulia, Muhammad Mirza Rizky Ayub Ayub Ayub Ilfandy Imran Az Zahra, Rida Ratu Azari, Dimas Hazim Azizah Ainun Fitriani Azzahra, Jihan Azzura, Corry Nur Baihaqi, Muhammad Ihsan Baskoro, Lahandi Betty Tresnawaty, Betty Bhagaskara, Dimas Anargya Daffa Alfiant Putra Dasrun Hidayat Dasrun Hidayat Deri Hanafy D Dewi, Sonia Dita Isnata Dwi Putri Loven Endang Rahayu Evira Ayustin Evira Ayustin Fadhilah, Fanny Glenn Petroliunanda Guspita, Salsa Gustini, Leili Kurnia Hikam, Muhammad Naufal Humam, Taqiyudin Muhammad Husnita, Husnita Intan Nur Azis Justicia Chantika D.A Kadek Alda Rahmawati Kadiva Dwilia Rosadiputri Khairunnisa Khairunnisa Lenggawati Rahayu Lusi Susilawati Lutfiyyah, Risya Silky Marshal, Tito Maulida, Hayra Tri Muhammad Rif’at Al-Razi Nabila Cahyani Putri Novyanti, Dewa Ayu Chyntia Nur'aeni, Nur'aeni Nur’Aeni, Nur’Aeni Pangestu, Muhammad Alif Aryo Pratama, M. Rafli Putra Adywibawa, Rangga Aru Putri, Nabila Cahyani Putro, Raka Asmoro Putu Isma Saraswati Rahmamia Anggitasari Rahman, Isya Alif Ramadhana, Dhea Rizka Rangga Putera Perdana Rangga Putera Perdana, Rangga Putera Rania Putri Alifa Reza Rizkina Taufik Rico Kurnia Yudhaswara Rizky Aulia, Muhammad Mirza Ruth Mei Ulina Malau Situmorang , Krisnawati br Syaputra, Ferdiansyah Maulana Syilfa Fakhira Tri Riska Utami Yasyfa Fitri Yohana, Magdalena Yuhanida Ramadanty Zalfa Salsabila Aulia Putri Zenobia, Zhafira