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All Journal Sinergi International Journal of Communication Sciences Communica : Journal of Communication
Putra, Muhammad Nuur Tanja
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Languange, Linguistic, Communication & Media Social Sciences

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Virtual Influencers, Real Impact: A Narrative Review on Credibility, Generational Trust, and Purchase Intention in Digital Marketing Ananda, Annisa Rizki; Putra, Muhammad Nuur Tanja; Azhar, Muhammad Irwan Yazid
Sinergi International Journal of Communication Sciences Vol. 3 No. 2 (2025): May 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijcs.v3i2.690

Abstract

This narrative review investigates the impact of influencer marketing on consumer behavior, with a focus on the dimensions of influencer credibility, parasocial relationships, generational response differences, and the emerging role of virtual influencers. The study aims to synthesize current literature and provide an integrative framework to understand how these factors shape consumer purchase intent in digital contexts. Using a narrative synthesis methodology, the review draws from recent empirical studies and theoretical models to analyze how psychological mechanisms and systemic factors interact in influencer marketing. Key findings reveal that credibility attributes such as trustworthiness, expertise, attractiveness, authenticity, and consistency are fundamental in influencing consumer trust and brand engagement. Parasocial relationships enhance emotional connections between influencers and followers, mediating the effectiveness of endorsement. Furthermore, generational differences in digital behavior necessitate personalized communication strategies. The review also highlights the dual nature of virtual influencers, offering consistent branding but facing challenges in perceived authenticity. Systemic influences—such as platform algorithms, regulatory frameworks, and ethical standards—play a critical role in either enabling or constraining the reach and effectiveness of campaigns. This review underscores the urgency for adaptive, ethical, and transparent marketing practices. It recommends future research into culturally inclusive frameworks, long-term engagement metrics, and data-driven personalization strategies. The findings contribute to a deeper understanding of digital consumer psychology and provide actionable insights for both scholars and marketing practitioners in the age of social media.
Constructing Digital Selves: A Narrative Review on Identity in Online Communities Putra, M. Nuur Tanja
Communica : Journal of Communication Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i3.651

Abstract

In the digital era, identity construction has become increasingly intertwined with online interactions and platform-based communication. This narrative review aims to synthesize contemporary findings on how individuals construct and express identities within diverse online communities. Utilizing qualitative and quantitative studies retrieved from Scopus, PubMed, and Google Scholar, the review focuses on four primary contexts: social media platforms, online activism, role-playing games, and professional networking sites. Keywords such as "identity construction," "online communities," and "digital communication" guided the search and selection criteria. Findings reveal that identity is constructed through a range of communicative and narrative practices, including visual content creation, emotive expression, and community engagement. In social media, users employ multimodal strategies to project curated personas; in activist forums, shared narratives and symbols reinforce collective identities. Role-playing environments allow for creative exploration of identity via avatars and storylines, while professional platforms emphasize self-curation aligned with career aspirations. These processes are deeply influenced by systemic factors such as platform algorithms, socio-economic access disparities, and cultural norms. This review highlights the need for inclusive digital policies and educational initiatives to counteract algorithmic bias and bridge digital divides. Moreover, it calls for future research focusing on marginalized groups and non-Western perspectives to deepen global understanding. Overall, this study contributes to the growing scholarship on digital identity and offers practical insights for fostering equitable online engagement.
Co-Authors Annisa Rizki Ananda Muhammad Irvan Yazid Azhar Pasaribu