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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Tibrani
Universitas Riau Kepulauan
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE Subekti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article examines the conceptual foundations of metaverse marketing and proposes a research agenda centered on three core dimensions: brand presence, community, and commerce. As immersive technologies such as virtual reality, augmented reality, blockchain, and artificial intelligence converge, the metaverse is emerging as a transformative environment for marketing practice. Drawing on a narrative literature review across marketing, technology, and consumer behavior, this study highlights the shift from traditional digital marketing toward interactive, experiential, and participatory engagement. The findings emphasize that effective brand presence in the metaverse requires immersive experiences and virtual storytelling, while community plays a critical role in fostering social interaction, co-creation, and brand advocacy. Commerce introduces new opportunities for value creation through virtual goods, digital assets, and decentralized transactions enabled by blockchain technologies. The article proposes a conceptual framework that integrates these three pillars and identifies key interaction mechanisms, including co-creation, engagement, and transactions, which drive outcomes such as brand equity, loyalty, and economic value. Additionally, moderating factors such as technology adoption, consumer motivations, and platform trust are discussed. The study contributes by offering a holistic framework and outlining future research directions for understanding and leveraging metaverse marketing.
INFLUENCER MARKETING AUTHENTICITY: A MULTI-METHOD STUDY ON FOLLOWER DISCERNMENT AND ITS IMPACT ON PERSUASION KNOWLEDGE Samapto; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This study examines the role of authenticity in influencer marketing and investigates how follower discernment shapes persuasion knowledge and consumer responses. As influencer marketing continues to expand across digital platforms, authenticity has become a critical determinant of trust, engagement, and effectiveness. Drawing on a multi-method research design that integrates surveys, experiments, and content analysis, this study explores how followers identify cues of authenticity and sponsorship in influencer content. The findings reveal that detection cues such as language, tone, and visual consistency play a key role in shaping authenticity perceptions, while individual factors such as experience and media literacy influence the ability to discern persuasive intent. The study further demonstrates that perceived authenticity and persuasion knowledge act as central mediators, determining whether consumers respond with trust or skepticism. The activation of persuasion knowledge often leads to increased critical evaluation and resistance, particularly when content is perceived as overly commercial. However, authenticity and transparent disclosure can mitigate these effects and sustain engagement. The study contributes to theory by extending the Persuasion Knowledge Model to influencer contexts and offers practical insights for designing authentic and effective influencer strategies. Future research should explore cross-platform and cultural variations in authenticity perception.
PRIVACY CALCULUS IN THE ERA OF ZERO-PARTY DATA: HOW VALUE EXCHANGE FRAMING SHAPES WILLINGNESS TO DISCLOSE Shinta Widyastati; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article explores the privacy calculus in the era of zero-party data, focusing on how value exchange framing influences consumers’ willingness to disclose personal information. As digital marketing shifts away from third-party tracking toward consent-based data practices, understanding the factors that drive voluntary data sharing has become increasingly important. Drawing on a narrative literature review, this study integrates insights from marketing, consumer behavior, and privacy research to examine how individuals evaluate the trade-off between perceived benefits and perceived risks. The findings highlight that value exchange framing—whether functional, emotional, or monetary—plays a critical role in shaping perceptions of value and influencing disclosure decisions. Functional and emotional framing tend to enhance perceived relevance and trust, while monetary incentives may produce mixed effects by raising concerns about data exploitation. The study also identifies key moderating factors, including privacy concerns, trust in brands, and data literacy, which influence how consumers interpret value propositions. A conceptual framework is proposed to illustrate the relationships between value framing, mediating perceptions, and disclosure outcomes. The article contributes to theory by extending privacy calculus in the context of zero-party data and offers practical insights for designing transparent and effective data-sharing strategies.
Co-Authors Lukmanul Hakim Samapto Shinta Widyastati Subekti