Exploring the role of pageant influencers on social media campaign in Indonesia
Keywords:
Campaign, Social media, Influencer, Pageant, RoleAbstract
As a Pageant Influencers in communication has grown increasingly significant, serving as key figures in digital marketing and attracting audiences on social media platforms. This study explores the role of Pageant Influencers in digital campaign activities in Indonesia. The research employed a qualitative method through semi-structured interviews method with 15 pageant influencers involved in digital campaigns by making video content on their social media accounts. This study follows Miles and Huberman's (1984) three-stage data analysis: Data Reduction, Data Display, and Conclusion Drawing. Based on the analysis of interview results, there are three types of campaigns: Culture, Promotion, and Education. By utilizing Instagram and TikTok as platforms, the message goals of these campaigns are both informational and persuasive. Pageant Influencers, classified as nano-, micro-, and macro-influencers, is a channel for advocacy in social media campaigns. Their role is to increase awareness, engagement, and inspire audiences.
References
1. Banet-Weiser, S. The Most Beautiful Girl in the World: Beauty Pageants and National Identity; Univ of California Press, 1999;
2. Bowers, E.F.M. Social Stereotyping and Self-Esteem of Miss America Pageant Contestants, Walden University, 2016.
3. Friedman, H.L. Here She Is: The Complicated Reign of the Beauty Pageant in America; Beacon Press, 2020;
4. Cohen, C.B.; Wilk, R.; Stoeltje, B. Beauty Queens on the Global Stage: Gender, Contests, and Power; Routledge, 2013;
5. Syarifudin, A.; Ummah, K.C. The Representation of Female Beauty in the Instagram Pageant Lovers. Digit. Theory, Cult. Soc. 2023, 1, 39–52.
6. Suwardi, P. Understanding Femininity in Beauty Pageant Industry: A Case Study of Puteri Indonesia Pageant, 2019.
7. Jacobs, T.; Thomassie, R. Professional and Leadership Development Through Undergraduate Student Ambassador Program. In Proceedings of the 2017 ASEE Annual Conference; 2018.
8. Thrift, N. The Insubstantial Pageant: Producing an Untoward Land. Cult. Geogr. 2012, 19, 141–168, doi:10.1177/1474474011427268.
9. Humphreys, S. The Visual Representation of Self in the Social Media Era, 2016.
10. Edition, S. SUMMARY - The New Influencers: A Marketer’s Guide to the New Social Media by Paul Gillin; Shortcut Edition, 2021;
11. Kumara, H.I.G.C.; Jayawardhana, R.A.W.D. International Beauty Pageants and the Construction of Hegemonic Images of Female Beauty. Sri Lanka J. Soc. Sci. Lanka J. Soc. Sci. 2018, 41, 123, doi:10.4038/sljss.v41i2.7699.
12. Atay, A.; Ashlock, M.Z. Social Media, Technology, and New Generations: Digital Millennial Generation and Generation Z; Rowman & Littlefield, 2022;
13. Kemp, S. Digital in 2019: Global Internet Use Accelerates 2024.
14. Rahayu, B.I.; Riyanto, R. The Role of Mobile Phone and Internet Use in the Performance of Rural Non-Farm Enterprises: An Analysis of Indonesian Rural Households. Bul. Pos dan Telekomun. 2020, 18, 29–46.
15. Arab Miss Universe Contestants Talk Personal Advocacy in Voice for Change Contest. Arab News 2023.
16. The Pageant Industry Needs to Get Creative: Influencers Are Taking Over – MDX Redbeat.
17. Gaudet, B. The Power of Advocacy: Driving Word-of-Mouth Marketing for Your Business 2023.
18. Flint, H. Can Beauty Pageants Ever Be Empowering? 2022.
19. Thompson-Hardy, E.B. Chapter Four: Pageant Culture, Media, Social Class, and Power. In Counterpoints; 2018; Vol. 522, pp. 119–159.
20. Hermawan, D. Messages of Miss Universe Beauty Pageant Winners on a Digital Platform. In Proceedings of the Proceedings; MDPI, 2023; Vol. 83, p. 65.
21. Harizi, A.; Trebicka, B. The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework. Acad. J. Interdiscip. Stud. 2023, 12.
22. Du Plessis, C. The Role of Content Marketing in Social Media Content Communities. South African J. Inf. Manag. 2017, 19, 1–7.
23. Mehrad, J.; Tajer, P. Uses and Gratification Theory in Connection with Knowledge and Information Science: A Proposed Conceptual Model. Int. J. Inf. Sci. Manag. 2016, 14.
24. Riachi, A. Role of Social Media Marketing in Building Cause-Oriented Campaigns. Dutch J. Financ. Manag. 2022, 5, 23417.
25. Vrontis, D.; Makrides, A.; Christofi, M.; Thrassou, A. Social Media Influencer Marketing: A Systematic Review, Integrative Framework and Future Research Agenda. Int. J. Consum. Stud. 2021, 45, 617–644.
26. Solomon, M.R.; Marshall, G.W.; Stuart, E.W. Marketing: Real People, Real Choices; 10th ed.; Pearson, 2019;
27. Bartie, A.; Fleming, L.; Freeman, M.; Hutton, A.; Readman, P. Restaging the Past: Historical Pageants, Culture and Society in Modern Britain; UCL Press, 2020;
28. Zhang, X.; Lyu, H.; Luo, J. What Contributes to a Crowdfunding Campaign’s Success? Evidence and Analyses from GoFundMe Data. J. Soc. Comput. 2021, 2, 183–192.
29. Altamira, M.B.; Putri, K.D.A.P.; Samudra, R.M.R.T. The Role of Creative Content in Digital Marketing Strategies in Educational Institution Social Media (Case Study: Instagram of Vocational Education Program, Universitas Indonesia). In Proceedings of the Proceedings; MDPI, 2023; Vol. 83, p. 62.
30. Whittaker, S. Rethinking Video as a Technology for Interpersonal Communications: Theory and Design Implications. Int. J. Hum. Comput. Stud. 1995, 42, 501–529.
31. Al-Fedaghi, S. A Conceptual Foundation for the Shannon-Weaver Model of Communication. Int. J. Soft Comput. 2012, 7, 12–19.
32. Mayer, R.E.; Moreno, R. A Cognitive Theory of Multimedia Learning: Implications for Design Principles. J. Educ. Psychol. 1998, 91, 358–368.
33. Morris, J.D.; Waine, C. Managing the Creative Effort: Pre-Production and Post-Production Measures of Emotional Response. Proc. 1993 Conf. Am. Acad. Advert. 1993, 156–158.
34. Liu, X.; Min, Q.; Han, S. Understanding Users’ Continuous Content Contribution Behaviours on Microblogs: An Integrated Perspective of Uses and Gratification Theory and Social Influence Theory. Behav. Inf. Technol. 2020, 39, 525–543.
35. Hung, I.C.; Chen, N.S. Embodied Interactive Video Lectures for Improving Learning Comprehension and Retention. Comput. Educ. 2018, 117, 116–131.
36. Sekaran, U.; Bougie Research Methods for Business: A Skill Building Approach; 6th ed.; John Wiley & Sons Ltd: Sother Gate, 2013;
37. Ibáñez-Sánchez, S.; Flavián, M.; Casaló, L. V; Belanche, D. Influencers and Brands Successful Collaborations: A Mutual Reinforcement to Promote Products and Services on Social Media. J. Mark. Commun. 2022, 28, 469–486.
38. Haenlein, M.; Anadol, E.; Farnsworth, T.; Hugo, H.; Hunichen, J.; Welte, D. Navigating the New Era of Influencer Marketing: How to Be Successful on Instagram, TikTok, & Co. Calif. Manage. Rev. 2020, 63, 5–25.
39. Filipovic, J.; Arslanagic-Kalajdzic, M. Mirroring Digital Content Marketing Framework: Capturing Providers’ Perspectives through Stimuli Assessment and Behavioural Engagement Response. Eur. J. Mark. 2023, 57, 2173–2198.
40. Guinez-Cabrera, N.; Aqueveque, C. Entrepreneurial Influencers and Influential Entrepreneurs: Two Sides of the Same Coin. Int. J. Entrep. Behav. Res. 2022, 28, 231–254.
41. Brewster, M.L.; Lyu, J. Exploring the Parasocial Impact of Nano, Micro and Macro Influencers. Int. Text. Appar. Assoc. Annu. Conf. Proc. 2020, 77.
42. Navarro, L.F.M. Comparative Analysis of Content Production Models and the Balance between Efficiency, Quality, and Brand Consistency in High-Volume Digital Campaigns. J. Empir. Soc. Sci. Stud. 2018, 2, 1–26.
43. McCormick, B. Organization or Idea: Addressing Member Recruitment and Retention Within the Southern State Pageant Delegation, Gardner-Webb University, 2023.
44. Wetsch, L.R. A Personal Branding Assignment Using Social Media. J. Advert. Educ. 2012, 16, 30–36.
45. Amalia, A.R. The Effect of Key Opinion Leader, Instagram, and Digital Campaign through Brand Image on Brand Awareness in Evoria Products. JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) 2023, 8, 1094–1111.
46. Minishi-Majanja, M.K.; Kiplang’at, J. The Diffusion of Innovations Theory as a Theoretical Framework in Library and Information Science Research. South African J. Libr. Inf. Sci. 2005, 71, 211–224.
Downloads
Published
Conference Proceedings Volume
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.