Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal COMMENTATE: Journal of Communication Management
Rizal Perdana, Buwana
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Mega vs. Macro Influencers: Narrative Analysis of Motul Promotions on Instagram Rizal Perdana, Buwana; Jannah, Miftahul
COMMENTATE: Journal of Communication Management Vol. 6 No. 2 (2025): COMMENTATE: Journal of Communication Management
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/103006220252

Abstract

The development of digital technology has transformed the landscape of marketing communication, particularly through social media, which has become a dominant channel for influencer marketing strategies. This research offers novelty by analyzing the differences in soft-selling and hard-selling communication styles employed by mega- and macro influencers in promoting Motul-branded vehicle oil on Instagram, an automotive industry context rarely explored in Indonesia. Using a descriptive qualitative approach with thematic analysis, this study identifies recurring patterns in promotional narratives. Data were collected through content documentation, semi-structured interviews with the Motul brand manager, and online narrative questionnaires. The study operationalizes 'promotional narratives' by analyzing four core elements: personal experience, emotional framing, technical explanation, and Call to Action (CTA). The findings indicate that soft selling is more effective in building emotional attachment, while hard selling drives information seeking. The contextual insights from this research enrich the digital marketing communication literature in the automotive sector and provide a practical contribution for marketers in designing targeted collaboration strategies with influencers that align with audience segments and campaign goals.
Co-Authors Miftahul Jannah