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All Journal Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen
Putu Sasmita Dewi
Fakultas Ekonomi & Bisnis UPN
Economics, Econometrics & Finance Social Sciences

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INFLUENCER MARKETING DI ERA DIGITAL: DAMPAK TERHADAP LOYALITAS KONSUMEN DI SOSIAL MEDIA Putu Sasmita Dewi
Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN Vol 12, No 2 (2025): JULI: AL KALAM JURNAL KOMUNIKASI BISNIS DAN MANAJEMEN
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v12i2.20189

Abstract

The challenge of measuring the effectiveness of influencer marketing campaigns can pose a significant obstacle for marketers, especially in the digital landscape. Many marketers continue to rely on traditional metrics such as likes and comments, which do not accurately reflect their true impact on consumer behavior and loyalty. This study aims to investigate the relationship between influencer marketing and consumer loyalty on social media, highlighting the need for better evaluation methods. By analyzing secondary literature, consisting of scholarly journals and articles, this study aims to explore how effective influencer marketing can increase consumer engagement and foster long-term brand relationships. Furthermore, it will address the risks associated with influencer authenticity and reputation, which can impact the brand image itself. These findings are expected to provide insights into optimizing marketing strategies and improving business performance in the digital era, ultimately contributing to a deeper understanding of consumer preferences and behaviors in the context of social media marketing.
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