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All Journal Ilomata International Journal of Social Science
Miller, Dewi Alesha
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Artificial Intelligence Sparks Controversy in Content Marketing for Local Skincare Brands in Indonesia Miller, Dewi Alesha; Andriyani, Leliyana
Ilomata International Journal of Social Science Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i1.1941

Abstract

This study investigates the controversy and public response surrounding the use of artificial intelligence in content marketing by local skincare brands in Indonesia. While the adoption of AI-generated visuals has enabled faster content production and participation in digital trends, it has also provoked consumer backlash over concerns about authenticity, emotional connection, and the loss of artistic value. The research employed a qualitative netnographic approach. Data were collected from viral campaigns, social media commentary, and digital community discussions on public platforms such as Instagram and X (Twitter) between January and May 2025. The findings reveal that although AI accelerates content creation, its widespread use leads to visual uniformity and diminishes brand distinctiveness. Furthermore, Indonesian digital audiences actively shape brand narratives, demanding transparency, ethical standards, and respect for creative human work in marketing communications. The study highlights the need for brands to balance operational efficiency with cultural sensitivity and authentic engagement to build trust and long-term loyalty in the digital era. The main implication is that successful integration of AI in marketing requires open communication and a sustained commitment to human creativity. These insights offer valuable guidance for practitioners and policymakers seeking to navigate the ethical and cultural challenges of AI adoption in Indonesia’s dynamic beauty industry.
Parasocial Intimacy, Perceived Authenticity, and Scarcity Prestige in Creator-Led Commerce: Drivers of Premium Food Purchase Decisions Savitiri, Kadek Indira; Miller, Dewi Alesha
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2071

Abstract

This study examines purchase decision making in creator led premium food commerce by analysing how parasocial intimacy, perceived authenticity, and product scarcity shape consumer behaviour in Indonesia’s influencer driven market. Despite high prices and limited functional differentiation, creator led products often generate strong demand, yet empirical explanations remain limited. This study addresses how symbolic and psychological factors translate into purchase decisions within this context. Extending social commerce and influencer marketing literature, this research integrates parasocial intimacy, perceived authenticity, and scarcity prestige within a single model, with intention to purchase as a mediating variable. Data were collected from 420 social media users aged 20 to 45 in Jakarta and analysed using Partial Least Squares Structural Equation Modelling. The results indicate that intention to purchase has a strong and significant effect on purchase decisions, while parasocial intimacy, perceived authenticity, and product scarcity influence purchase decisions only indirectly through intention, indicating full mediation. These findings suggest that premium food consumption in creator led markets follows a deliberative pathway rather than a purely impulsive one, where emotional closeness, authenticity perceptions, and credible scarcity cues must first shape purchase intention before translating into behaviour. This study highlights the central role of intention formation in premium social commerce and provides strategic implications for creators and brands to prioritise authentic relationships and credible value construction over direct sales pressure.
Fear of Missing Out and Digital Content Marketing as Drivers of Impulse Buying in Social Commerce Platforms Aresti, Nadia Gita; Kristofani, Amelia; Miller, Dewi Alesha
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2084

Abstract

This study investigates how fear of missing out (FoMO) and content marketing drive impulse buying among Generation Z skincare consumers on TikTok Shop in Jakarta, addressing the need for clearer insight into psychological and marketing mechanisms within Indonesia’s rapidly evolving social commerce landscape. The research directly compares the relative impact of internal (FoMO) and external (content marketing) drivers within a single empirical model—an area previously underexplored in the context of Indonesia’s rapidly expanding social commerce. Using a quantitative, cross-sectional online survey, data were collected from 405 TikTok Shop skincare buyers aged 18–28 in Jakarta and analysed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both FoMO and content marketing significantly increase impulse buying, with content marketing demonstrating the stronger effect. These findings demonstrate that both engaging content and FoMO-based strategies can increase impulse buying among Generation Z skincare consumers. The study contributes theoretically by providing empirical evidence that both psychological (FoMO) and marketing (content) drivers jointly influence impulse buying in social commerce platforms, highlighting the importance of integrating internal and external factors within explanatory models of consumer behaviour. Despite its insights, limitations include self-reported data and focus on one city; future research should use behavioural data and expand to other regions and demographics.
Co-Authors Andriyani, Leliyana Aresti, Nadia Gita Kristofani, Amelia Savitiri, Kadek Indira