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All Journal Journal of Social Research Mediator: Jurnal Komunikasi
Rahmawati, Diana Siti
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Sponsored Content on Instagram as an Effort to Increase Promotional Effectiveness in Digital Advertising: A Systematic Review of the Literature Rahmawati, Diana Siti; Syawal, Marsaa Salsabila; Santoso, Ari Andriano
Journal of Social Research Vol. 4 No. 6 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i6.2557

Abstract

The rapid growth of social media use in Indonesia, especially Instagram, has transformed digital advertising strategies, with sponsored content emerging as a key promotional tool. Sponsored content, often delivered by influencers via stories and feeds, is perceived as more authentic and engaging compared to conventional brand ads. However, concerns about the transparency and ethical disclosure of sponsored content persist, affecting consumer trust and regulatory practices. This study aims to systematically review the effectiveness and characteristics of sponsored content on Instagram as a promotional medium in digital advertising, focusing on both global insights and implications for Indonesia. A systematic literature review (SLR) was conducted, analyzing 19 journal articles published between 2019 and 2023 sourced from databases including Scopus, Google Scholar, Sage Journals, and Taylor & Francis. The review applied PRISMA guidelines for identification, screening, and inclusion of relevant studies. Findings reveal that influencer-sponsored content on Instagram enhances brand awareness, consumer engagement, and purchase intent more effectively than traditional ads. Disclosure of sponsorship is crucial to prevent audience confusion and build trust, with regulations established in regions like Europe and America. Nonetheless, limited research addresses the Indonesian context, indicating a gap in understanding local practices and regulatory frameworks. This review highlights the need for future research exploring sponsored content within Indonesia’s digital advertising landscape and calls for the development of clear consumer protection policies to ensure transparency and ethical promotion on social media platforms..
Analyzing YouTube Comments on Predatory Pricing: A Digital Citizenship on Netnography Study Rahmawati, Diana Siti; Pratiwie, Nenda
Mediator: Jurnal Komunikasi Vol. 18 No. 1 (2025): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v18i1.3347

Abstract

This study investigates digital citizenship on YouTube, focusing on predatory pricing in Indonesia, aiming to understand Indonesian citizens’ perspectives through interactions in the platform’s comment sections. Using Netnography and social listening methods, we analyzed 1,206 comments from five mainstream media YouTube channels. Of these, 331 relevant comments revealed themes such as on imported goods concerns, online versus offline shopping comparisons, and calls for government action. The analysis unveiled a dynamic exchange among diverse stakeholders, reflecting varied viewpoints on the issue. The research underscores YouTube as a crucial platform for Indonesian citizens to actively engage in public dialogue. The diverse perspectives captured provide insights into economic impacts, shopping preferences, and the regulatory expectations of users. This variety of opinions illustrates the nuanced nature of digital citizenship in Indonesia, highlighting YouTube’s role in shaping public discourse and raising societal awareness.. Future research could expand the scope by analyzing interactions on other digital platforms or incorporating a quantitative approach to assess the digital literacy levels of users engaging in these discussions.
Co-Authors Pratiwie, Nenda Santoso, Ari Andriano Syawal, Marsaa Salsabila