IMPLEMENTING INFLUENCER ENDORSEMENT STRATEGIES IN SOCIAL MEDIA MARKETING: A HUMAN-CENTRIC AND CULTURAL PERSPECTIVE

Abstract

The rapid advancement of digitalization has significantly influenced consumer behavior, urging businesses to continuously innovate and create more effective marketing strategies. One of the strategies that has gained popularity is influencer endorsement, which not only focuses on product marketing but also explores the potential of cultural and humanistic values through social media. This research aimed to explore how influencer endorsement, within the context of digital marketing, integrated elements of arts and humanities, and the role of social media in building emotional connections between brands and consumers. By taking case studies of the Spotless brand and the Kenku culinary brand, this study analyzed the implementation of influencer endorsement
strategies that not only prioritized commercial gain but also enhanced cultural and emotional aspects through the content created. The study used a qualitative descriptive method with data collection techniques including interviews as primary data sources and literature review as secondary data sources. The results of the research indicated that influencer endorsement had not only a significant impact on sales but also enriched consumer experiences through more human-centered content and a stronger cultural connection, fostering a deeper bond between consumers and the brands.