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Micro-influencer Marketing Beauty Brand on Social Media

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HCI International 2022 – Late Breaking Posters (HCII 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1655))

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Abstract

This study aims to analyze how influencers affect marketing for beauty products by how micro-influencers spread a message to consumers. The high number of internet users and many beauty product consumers make companies demand to be more innovative in managing social media and forming good relationships with their customers. This research uses a qualitative analysis approach of beauty influencer Twitter account, with Nvivo tools as an analytical tool or Computer Assistant Qualitative Analysis. The research data sources are beauty influencer social media accounts on Twitter; they are @nekoyasaku, @bulbulkun, @glowithven, and @h0neymilktea_. This study answer that beauty influencers have the characteristics of using information; it is based on the ability to create responses through Twitter social media. Furthermore, the micro-scale builds a good relationship pattern with users on Twitter social media. This study answers that the micro-influencers conducted by the 4 Twitter social media accounts have an informational character by using the hashtag and mentions when creating content to influence the target market. This study confirms that the role of a micro-influence is someone who can influence the target market with the content she creates. They spread the message with hashtags and mentions. Moreover, the characteristics of the content created are reviews, recommendations, ratings, and promotions.

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Authors and Affiliations

  1. Department of Communication, Universitas Muhammadiyah Yogyakarta, Kasihan, Indonesia

    Ilma Hanifa Madina, Filosa Gita Sukmono & Fajar Junaedi

Authors
  1. Ilma Hanifa Madina
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  2. Filosa Gita Sukmono
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  3. Fajar Junaedi
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Correspondence to Ilma Hanifa Madina .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  3. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Stavroula Ntoa

  4. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Hanifa Madina, I., Sukmono, F.G., Junaedi, F. (2022). Micro-influencer Marketing Beauty Brand on Social Media. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2022 – Late Breaking Posters. HCII 2022. Communications in Computer and Information Science, vol 1655. Springer, Cham. https://doi.org/10.1007/978-3-031-19682-9_6

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  • DOI: https://doi.org/10.1007/978-3-031-19682-9_6

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-19681-2

  • Online ISBN: 978-3-031-19682-9

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