Micro Celebrity Phenomenon in Instagram as New Business Opportunity in Indonesia
The world has facing digital era which allow us to create and use technology in every aspect of life. Digital era is also included Internet which later creating social media. There are many social media, one of the famous social media is Instagram. Instagram is application platform for photo and vid...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/31742 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The world has facing digital era which allow us to create and use technology in every aspect of life. Digital era is also included Internet which later creating social media. There are many social media, one of the famous social media is Instagram. Instagram is application platform for photo and video sharing that can be accessed through smart phones. Instagram has creating new phenomenon called Micro Celebrity. This Micro Celebrity usually being used by some company to be their Key Opinion Leader (KOL). <br />
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Therefore, the purpose about this research is to know how could ordinary user of Instagram eventually becoming Micro Celebrity. This research also analyzes what is Micro Celebrity requirement as Key Opinion Leader and how Micro Celebrity use their Personal Influence after they get hired by company. This research is use qualitative research with Depth Interview method that included six Micro Celebrity from six categories as Key Informant. The 30 questions are given to them based on Theory of Planned Behavior and Two Step Flow of Communication (Personal Influence) to get personal experience data and the result would be shown in Descriptive analysis. <br />
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This research found that Micro Celebrity is being affected more by subjective norms rather than attitude towards behavior or Perceived Behavioral Control. TheMicro Celebrity has their own value proposition as their principle in order to make rate card as their price and filter in accepting an offering. The Micro Celebrity also has their value proposition that difference each one with another. Micro Celebrity also help the awareness of the company. Findings in this research could help the startup company and online shop to get more knowledge of Micro Celebrity and use them as part of they business strategy. <br />
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