Narasi Persuasi Social Media Influencer Dalam Membangun Konsep Kecantikan Dan Kepercayaan Diri

Abstract

The existence of social media allows the emergence of social media influencers where in turn they have an impact on social media users. This can happen by bringing up new messages or raising issues about a particular subject. One of them is the topic of the concept of beauty and its relation to self-confidence. Moreover, with the existence of social media influencers who carry out information dissemination activities by compiling and creating content related to the concept of beauty and its relation to self-confidence. By using persuasive narratives, social media influencers build different beauty concepts that can even be contrary to concepts that have been developing in society. The purpose of writing this research is focused on providing an understanding to the wider community, about the narratives used by social media influencers in persuading and penetrating new messages to the public, especially with regard to the concept of ideal beauty related to hairstyles. Through the method of qualitative content analysis techniques to observe the messages conveyed by social media influencers, related to a number of important aspects. The use of qualitative content analysis allows the writer to see the content of the message more deeply, through understanding the meaning of the message.

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“…This differs from research conducted by (Cheung et al, 2022;Ozuem & Willis, 2022;Erwin et al, 2023b). The main focus of social media influencers is on marketing and promotion (Delbaere et al, 2021;Ligariaty & Irwansyah, 2021), while cocreation building power is more related to product or service development through consumer participation (Barile et al, 2021;Chowdhury et al, 2023;Sohaib et al, 2023; These differences in the goals and approaches of each strategy make it difficult for co-creation building power to effectively mediate or combine the influence of social media influencers in improving the marketing performance of Micro and Small Enterprises which is not in line with Delbaere et al (2011), Hodijah et al (2021 and Cheung et al (2022). As a result, integration between cocreation-building power and the influence of social media influencers can face challenges in stimulating increased marketing performance for MSEs.…”

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