cover
Contact Name
Dr. Wiwiek Mardawiyah Daryanto, SE-Ak., MM
Contact Email
wiwiek.daryanto@ipmi.ac.id
Phone
+62811894273
Journal Mail Official
ijbs@ipmi.ac.id
Editorial Address
Jl. Rawajati Timur I/1, Kalibata, Jakarta 12750
Location
Kota adm. jakarta selatan,
Dki jakarta
INDONESIA
International Journal of Business Studies
ISSN : 25800132     EISSN : 26224585     DOI : https://doi.org/10.32924/ijbs
International Journal of Business Studies (IJBS) is an international open access and peer-reviewed journal published tri-annually in February, June, and October by IPMI Research Center, Sekolah Tinggi Manajemen IPMI. IJBS aimed to provide research articles in order to have a significant implication on the world of business management studies. In addition, IJBS’s primary objective is to bridge the gap between theory and practice in business management. The journal covers a variety of business management topics and original researchers in the following areas such as: Business Economics, Business Ethics, Marketing Management, Finance Management, Operation Management, Strategic Management, Entrepreneurship, Innovation and Competitiveness, Sustainable Development, Human Resource Management, Leadership, Organizational Behavior, Change Management, Risk Management, e-Business, International Business, Knowledge Management, Management Accounting, Management Control System, Management Information System, and Supply Chain Management.
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Search results for , issue "Vol 9 No 1 (2025): International Journal of Business Studies" : 1 Documents clear
LEVERAGING INFLUENCER MARKETING IN HIGHER EDUCATION: KEY ROLES, SECTORS, PLATFORMS, AND INFLUENCER TYPES FOR INSTITUTIONAL BRANDING Pratama, Sasotya; Nelloh, Liza Agustina
International Journal of Business Studies Vol 9 No 1 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

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Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the higher education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommendations for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.Keywords: Influencer for Higher Education, Credibility, Social Proof, Social Media Platforms, Virtual Influencers, Micro Influencers, Niche Influencers

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