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All Journal Jurnal Ilmu Komunikasi Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia
Theresia Lavietha Vivrie Lolita
Universitas Multimedia Nusantara
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Characteristics of Influencer Relations: A Literature Review Theresia Lavietha Vivrie Lolita
Jurnal Ilmu Komunikasi Vol 20, No 3 (2022)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v20i3.6898

Abstract

Ensuring a collaboration in influencer relations remains authentic, organic, and transparent remains a tricky compensating act and can be challenging for many companies and influencers to keep up though influencer relations have existed for a long time. This research aims at providing an exhaustive summary of the literature relevant to the characteristics of influencer relations. This study conducted a narrative literature review on influencer relationships which have features: 1) The communication aim is primarily at the opinion market and directly influencing the formation of opinions; 2) The goals usually are image and reputation enhancement, information and knowledge transfer; 3) Credibility and transparency of communication are crucial for achieving the goal; 4) Evaluation using image and reputation indicators, interactions, and sentiment analysis. This study suggests that strategic approaches focus on influencer relationships that spotlight authenticity to bring organizations accomplishment in influencer partnership. The research recommends the stages of corporate public relations to maintain authentic influencer relationships in adapting to the ever-changing communication landscape.
Branding and Tourism in Komodo: Raising Resort Awareness through Instagram Influencer Pricillia Limbono; Theresia Lavietha Vivrie Lolita
Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia Vol. 17 No. 2 (2023): December 2023
Publisher : Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency Republic of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47608/jki.v17i22023.222-239

Abstract

Accommodation's competitiveness around Labuan Bajo currently drives them to strive after the COVID-19 pandemic to offer a variety of promotions on its products and services to increase brand awareness and expected visits to the super-priority destination on Komodo Island, East Nusa Tenggara. The study aims to explore how Mohini Resort Komodo, of accommodation in Labuan Bajo, performed the influencer marketing strategy for raising brand awareness through Instagram influencers in such a challenging situation. This descriptive and qualitative case study used in-depth interviews and observations to gather the idea. From the viewpoint of the two-step flow theory of communication, this study elaborates on how brands in the travel industry can use the influencer marketing framework to interact with Instagram influencers as online opinion leaders. The findings show that the resort has put into practice an influencer marketing strategy that includes 1) identifying the marketing objective, target market, and definition of success; 2) defining the best campaign strategy; 3) outlining the creative, creator, and content strategy; and 4) defining budget, target, and media planning. This research contributes to an ongoing examination of the framework for companies in the tourism industry to enforce effective influencer marketing.
Co-Authors Pricillia Limbono