Strategi Influencer Marketing dan Tantangan Vampire Effect dalam Pembentukan Identitas Merek di Kalangan Gen Z
Keywords:
Vampire Effect, Influencer Marketing, Gen Z, Influencer Popularity
Abstract
This study aims to analyze the effect of influencer credibility on influencer popularity, as well as to examine the role of the vampire effect as a moderating variable in the context of digital marketing strategies targeting Gen Z. The background of this research is driven by the growing use of influencers in digital marketing strategies, while challenges remain when the influencers persona becomes more dominant than the brand message delivered. A quantitative approach was employed, using a survey method targeting Gen Z respondents in Indonesia. Data were analyzed using linear regression and moderation testing. The results indicate that influencer credibility has a positive but insignificant effect on influencer popularity. Meanwhile, the vampire effect has a direct influence on influencer popularity but does not significantly moderate the relationship between influencer credibility and popularity. The managerial implication of this study suggests that companies should carefully consider influencer credibility while anticipating the potential impact of the vampire effect when selecting influencers as part of digital marketing strategies. Furthermore, this research opens opportunities for future studies using a mixed-method approach, as well as exploring other variables such as audience involvement and emotional engagement.
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References
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Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
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Barry, A. M., & Kavanagh, A. (2022). The influencer paradox: How influencers' relatability can harm brand equity. Journal of Consumer Research, 49(1), 45–62. https://doi.org/10.1093/jcr/ucaa093
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Boerman, S. C., Willemsen, L. M., & van der Aa, E. P. (2017). “This post is sponsored”: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92. https://doi.org/10.1016/j.intmar.2016.12.002
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.
Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International Journal of Market Research, 50(1), 61–77.
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309–325. https://doi.org/10.1080/00913367.2018.1539363
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
Djafarova, E., & Bowes, T. (2021). The credibility of social media influencers and their impact on Gen Z consumers. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro- celebrities on social media. Information, Communication & Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Field, A. (2013). Discovering statistics using IBM SPSS statistics. SAGE Publications.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast—and very different— generation of influencers. AMACOM.
Geyser, W. (2023). The state of influencer marketing 2023: Benchmark report. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Global Web Index. (2022). Gen Z Audience Report. Global Web Index.
Goodman, M. B., Zhao, H., & Cohen, S. (2018). A theoretical framework for managing vampire effect in celebrity endorsements. Journal of Product & Brand Management, 27(4), 359–370.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.).
Pearson.
Hennessy, J. (2020). The influencer industry: The quest for authenticity on social media. Princeton University Press.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Vampire or virtue? The consequences of influencers overshadowing brand messages. Journal of Marketing Research, 56(4), 625–638. https://doi.org/10.1177/0022243719829389
Jin, S. V., & Ryu, E. (2020). “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121. https://doi.org/10.1016/j.jretconser.2020.102121
Keller, E., & Fay, B. (2019). How consumers use word of mouth: A case for more reaching and less targeting. Journal of Advertising Research, 59(1), 7–16.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.
Ki, C.-W., & Kim, Y.-K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? The role of social media influencers’ brand endorsement in enhancing consumer brand engagement. Journal of Interactive Advertising, 19(1), 1–15. https://doi.org/10.1080/15252019.2018.1533501
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mulyono, M. (2022). Influencer marketing sebagai strategi pemasaran di era pandemi Covid-19. Jurnal Web Informatika, 6(2), 134–150. https://doi.org/10.1234/jwi.v6i2.123456
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Samuelsson, J., & Tornhed, E. (2020). A world full of influences: A quantitative study on how Generation Z’s view of a brand’s trustworthiness are affected by Influencers' wrongdoings. Linnaeus University.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Seemiller, C., & Grace, M. (2018). Generation Z: Educating and engaging the next generation of students.
About Campus, 22(3), 21–26. https://doi.org/10.1002/abc.21293
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.005
Swant, M. (2016, April 5). Twitter says users now trust influencers nearly as much as their friends. Adweek. https://www.adweek.com/performance-marketing/twitter-says-users-now-trust- influencers-nearly-much-their-friends-170524/
Twenge, J. M. (2017). iGen: Why today's super-connected kids are growing up less rebellious, more
tolerant, less happy—and completely unprepared for adulthood. Atria Books. We Are Social. (2023). Digital 2023: Global Overview Report. https://wearesocial.com/digital-2023 Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing
credibility: A heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/16522354.2018.1501146.
Published
2025-10-27
Section
Original Articles
Copyright (c) 2025 Liaga Chrisania, Teofilus Teofilus
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