The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era

DOI

10.2991/icobest-18.2018.26How to use a DOI?

Keywords

Influencer Marketing, Muslim Fashion, Digital Marketing Communication

Abstract

Influencer marketing is the one who managed to attract the attention of people on digital platforms, such as celebgram and vlogger. The advantages of social media that enable direct interaction with consumers have to lead to the use of influencer marketing as a trend to promote the brand. One industry that actively uses influencer marketing is Indonesia’s Muslim fashion industry. Research aimed to analyze and find solutions about the effectiveness, creativity process, uniqueness, and selectivity of influencer marketing in promoting the brand in the Indonesia’s Muslim fashion industry. The research method used is a case study. Case study research is a study that examines the contemporary phenomenon as a whole and comprehensive, this study in accordance with the focus of research on influencer marketing as a present phenomenon. The results obtained that influencer marketing trusted more engage on consumers in promoting the product, the process of creativity in creating ideas and promotional content based on their identity, so there were different approaches. The uniqueness of influencer marketing in Muslim fashion required extra selectivity because they have to build beautiful Islamic branding.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Melly Maulin Purwaningwulan
AU  - Asep Suryana
AU  - Uud ud Wahyudin
AU  - Susanne Susanne Dida
PY  - 2018/11
DA  - 2018/11
TI  - The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era
BT  - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)
PB  - Atlantis Press
SP  - 114
EP  - 119
SN  - 2352-5398
UR  - https://doi.org/10.2991/icobest-18.2018.26
DO  - 10.2991/icobest-18.2018.26
ID  - MaulinPurwaningwulan2018/11
ER  -