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Irma Fatmawati
Universitas Pembangunan Panca Budi
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Reputation Crisis Due to Influencer Controversy: Implications for Brand Marketing Communication Strategies in Indonesia Annisa Febrina; Rahul Ardian; Irma Fatmawati
International Journal of Economic, Technology and Social Sciences (Injects) Vol. 6 No. 2 (2025): October 2025
Publisher : CERED Indonesia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/injects.v6i2.1445

Abstract

Influencer marketing has become a dominant strategy for brands in Indonesia, offering wide reach and strong audience engagement. However, the growing reliance on influencers also exposes brands to significant reputation risks, particularly when influencers become involved in public controversies. This study examines the impact of influencer-related reputation crises on brand image and evaluates how brands respond through their marketing communication strategies. Using a qualitative approach supported by case analysis from recent controversy-driven incidents, the research identifies key patterns in consumer reactions, media amplification, and the effectiveness of various crisis response strategies. Findings show that delayed responses, inconsistent messaging, and failure to distance from problematic influencers can intensify public backlash. Conversely, proactive communication, transparent clarification, and strategic message reframing help restore brand credibility more effectively. This study contributes to a deeper understanding of crisis communication within the context of influencer marketing and provides practical recommendations for Indonesian brands to manage emerging risks in the digital ecosystem.
Co-Authors , Muhammad Isa Indrawan Age Hidayat Ahiruddin Ahiruddin Ahmad Rahadian Danan Nugraha Andoko Andoko Andoko Andoko Andoko Angella Rahma Aprilia Annisa Febrina Aysha Putri Irawan Beby Sendy Beby Sendy Beby Sendy Beby Sendy Burhanudin Burhanudin Cecilia Natasya Putri Diah Kurnai Sari Diva Ayu Wulandari Emanueli Gulo Hasibuan, Lidya Rahmadani Iwan Koerniawan Karina Avanda Fitri Laeticia Najma Widodo Lidya Rahmadani Hasibuan Lilis Syafitri Luthfia Azizah M. Bagus Basofi Mhd Azhali Siregar Moses Elias Perangin-Angin Muhammad Fadli Fadila Muhammad Isa Indrawan Nabilah Syaharani Nabilla Azizah Novi Yosa Aidil Ramdhani Nuari, Laila Fatika Nurcahyaningtyas, Nurcahyaningtyas Nurul Maulidah Oki Iqbal Khair Onny Medaline Rahul Ardian Rahul Ardian Fikri Rasyid, H. Harun Rully Charitas Indra Prahmana Saiful Asmi Hasibuan Senja Mawarni Siti Nurhayati SRI RAHAYU Sri Rahayu Suyono Suyono Syaiful Asmi Syaiful Asmi Hasibuan, Syaiful Asmi Via Aulia Zahra Yasmirah Mandasari Saragih Yunika Giawa