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All Journal IDEAS: Journal of Management & Technology Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Chongmi An
President University
Humanities Economics, Econometrics & Finance

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Journal : IDEAS: Journal of Management

 1 
Exploring motivations of social media influencers as an emerging job market Chongmi An; Jony Oktavian Haryanto
IDEAS: Journal of Management & Technology Vol 1, No 1 (2021)
Publisher : President University

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Abstract

The study explores the motivations of female Social Media Influencers (SMIs) in Indonesia during the Covid-19 pandemic. Phenomenological inquiry is adopted to capture the lived experience of the six Instagram SMIs. Two major themes emerge from the findings; 1) SMIs approach Instagram as a portfolio to showcase their values, hobbies and careers and 2) SMIs increasingly perceive Instagram as a source of income, where being SMI is a job rather than a hobby and endorsement as their main job task. In context of self-determination theory, SMI motivations are built on several intrinsic and extrinsic motives and the net value (Intrinsic minus extrinsic) correlates to authenticity of the SMI and their endorsements.
Co-Authors Chandra Setiawan Jony Oktavian Haryanto Mulfi Rahman