Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok
Keywords:
influencer content, social media, TikTok
Abstract
Digital marketing grows as increasingly usage of the internet in society. Moreover, social media has changed the new landscape of marketing. Marketing through influencers was considered to be an effective marketing technique. That is also on TikTok App. Young users in 13-27 years old, known as Gen Z, always involve influencers in their digital activities. This research reviews how Gen Z's behavior in accessing Influencer content that was mentioned some brand. How these users make consuming content decisions through persuasion communication created through influencer content on tiktok. This research uses a phenomenological approach that is analyzed with the concept of Elaboration Likelihood Model (ELM). The result showes that there is a dichotomy of gen Z behavior in consuming influencer content. On the central route, Gen Z users follow content if the influencer's brand-related story aligns with their values and beliefs. Then understanding the product message emphasizes understanding the features, advantages, and disadvantages of the product before deciding on a particular behavior. Meanwhile, on the peripheral route, Gen Z users prefer visually and aesthetically attractive content before following influencer content. The product being communicated is adopted if it is considered popular or follows the short-term benefits offered.
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Anjani, S., & Irwansyah, I. (2020). Peranan Influencer Dalam Mengkomunikasikan Pesan Di Media Sosial Instagram [the Role of Social Media Influencers in Communicating Messages Using Instagram]. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103149
Bhattacherjee, A., & Clive, S. (2016). Influence Processes for Information Technology Acceptance : An Elaboration Likelihood Model1. MIS Quarterly, 30(4), 805–825.
Browning, N., Gogo, O., & Kimmel, M. (2018). Comprehending CSR messages: applying the elaboration likelihood model. Corporate Communications: An International Journal, 23(1), 17–34. https://doi.org/10.1108/CCIJ-07-2017-0068
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375. https://doi.org/10.1089/cyber.2016.0360
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(July 2018), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777–782. https://doi.org/10.1016/j.jbusres.2014.11.027
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486
Dogtiev. (2016). Ad Blockers Popularity Boom.
Ewe, S. Y., & Tjiptono, F. (2023). Green behavior among Gen Z consumers in an emerging market: eco-friendly versus non-eco-friendly products. Young Consumers, 24(2), 234–252. https://doi.org/10.1108/YC-06-2022-1533
Firamadhina, F. I. R., & Krisnani, H. (2021). PERILAKU GENERASI Z TERHADAP PENGGUNAAN MEDIA SOSIAL TIKTOK: TikTok Sebagai Media Edukasi dan Aktivisme. Share : Social Work Journal, 10(2), 199. https://doi.org/10.24198/share.v10i2.31443
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hall, J. (2016). Forbes. Build Authentic Audience Experiences Through Influencer Marketing.
John, S. P., & De’Villiers, R. (2020). Elaboration of marketing communication through visual media: An empirical analysis. Journal of Retailing and Consumer Services, 54(January), 102052. https://doi.org/10.1016/j.jretconser.2020.102052
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kusumasondjaja, S. (2020). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram. Journal of Fashion Marketing and Management: An International Journal, 24(1), 15–31. https://doi.org/10.1108/JFMM-02-2019-0019
Kuswarno. (2009). Fenomenologi. Widya Padjadjaran.
Kwon, J. H., Kim, S., Lee, Y. K., & Ryu, K. (2021). Characteristics of social media content and their effects on restaurant patrons. Sustainability (Switzerland), 13(2), 1–16. https://doi.org/10.3390/su13020907
Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2022). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, 41(1), 78–100. https://doi.org/10.1080/02650487.2021.1964226
mckinsey. (2023). What is gen Z. https://www.mckinsey.com/featured- insights/mckinsey-explainers/what-is-gen-z
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19(C), 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Shi. (2017). likelihood model perspective Article information : About Emerald www.emeraldinsight.com.
Shu, M. (Lavender), & Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information Adoption Model Perspective. Journal of Travel and Tourism Marketing, 31(2), 286–302. https://doi.org/10.1080/10548408.2014.873318
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung: Alfabeta. Metode Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Tapinfluence. (2017). What Is Influencer Marketing. https://www.tapinfluence.com/blog-what-is-influencer- marketing/
we are social. (2023). We are social.
Wirman, W., Yozani, R. E., Angela, S., & Surbakti, R. S. (2023). Study of communication phenomenology of Tiktok users who have experienced fear of missing out on behavior. Bricolage : Jurnal Magister Ilmu Komunikasi, 9(1), 53. https://doi.org/10.30813/bricolage.v9i1.3918
Yang, B., Liu, C., Cheng, X., & Ma, X. (2022). Understanding Users’ Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective. Group Decision and Negotiation, 31(4), 819–842. https://doi.org/10.1007/s10726-022-09784-z
Published
2024-03-15
Section
Articles
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