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All Journal Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Communica : Journal of Communication
Islami, Nafa Aqla
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Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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The Power of Parasocial Interaction: Relatability, Trust, and Ethical Engagement in Gen Z Influencer Marketing Lestari, Putri Ayu; Islami, Nafa Aqla
Communica : Journal of Communication Vol. 2 No. 4 (2024): October 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i4.783

Abstract

As short-form video platforms gain prominence, influencer marketing increasingly depends on parasocial interactions (PSI) to engage Generation Z consumers. The aim of this study is to examine the extent to which influencer relatability and trust influence purchase intention, with PSI serving as a mediating mechanism. Using survey data from 400 Indonesian urban Gen Z users active on Instagram Reels, TikTok, and YouTube Shorts, we conducted SEM analyses to validate the mediation effect of PSI. Model fit indices (CFI > 0.90, RMSEA < 0.08, SRMR < 0.08) confirmed acceptable fit, with indirect effects indicating significant emotional mediation pathways (β = 0.24, p < 0.01). This study is novel in highlighting the combined role of relatability and trust within the short-form video ecosystem, specifically in a Southeast Asian Gen Z context. Results demonstrate that emotionally resonant storytelling and interactive content (e.g., Q&A sessions, live streams) enhance PSI, which in turn strengthens consumer trust and brand loyalty. In practical terms, the findings suggest that brands should adopt authentic engagement, ethical transparency, and adaptive multi-platform strategies to sustain long-term relevance. However, authenticity and ethical transparency remain critical, as Gen Z is highly sensitive to manipulative content and commercial overreach. This research contributes theoretically by validating PSI as a mediating mechanism in influencer marketing, while providing practical guidance for industry players seeking to design ethical and effective campaigns.
Workshop Literasi Digital: Relatabilitas, Kepercayaan, dan Etika dalam Influencer Marketing Generasi Z Islami, Nafa Aqla
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 2 No. 1 (2026): JANUARI-FEBRUARI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/bcm84n61

Abstract

Penelitian ini bertemakan : “Workshop Literasi Digital: Relatabilitas, Kepercayaan, dan Etika dalam Influencer Marketing Generasi Z”. Workshop dilaksanakan pada Kamis 27 November 2025, di Aula PWM Kalimantan Tengah. Pelaksanaan workshop menunjukkan antusiasme yang tinggi dari peserta. Mahasiswa Ilmu Komunikasi dan anggota komunitas film aktif berpartisipasi dalam diskusi dan mengajukan pertanyaan kritis terkait praktik influencer marketing. Hasil kegiatan menunjukkan bahwa peserta memperoleh pemahaman yang lebih komprehensif mengenai pentingnya relatabilitas sebagai strategi komunikasi yang tidak hanya bersifat teknis, tetapi juga emosional. Peserta juga memahami bahwa kepercayaan audiens merupakan aset utama seorang influencer yang harus dijaga melalui kejujuran, transparansi, dan konsistensi konten. Dari sisi etika, peserta menyadari bahwa influencer marketing tidak sekadar kegiatan promosi, melainkan juga praktik komunikasi publik yang memiliki tanggung jawab sosial. Peserta terdorong untuk lebih selektif, kritis, dan etis dalam memproduksi maupun mengonsumsi konten digital. Bagi tim pengabdian, kegiatan ini memberikan kontribusi nyata dalam menjembatani dunia akademik dengan praktik industri kreatif digital, serta memperkuat peran perguruan tinggi dalam pengembangan literasi digital masyarakat.
Co-Authors Putri Ayu Lestari