Social Media Influencers involvement become a separate phenomenon in digital marketing activity carried out by brands in Indonesia, especially to attract consumer awareness. This study aims to explore the process of communication involving the involvement of Social Media Influencers in digital marketing campaign activities in Indonesia. The research method used is qualitative by conducting an In-Depth interview with 10 informants that work as brand communication or practitioner in the PR Agency whoever involved Social Media Influencers in their digital marketing campaign activities. This research used three phases of data analysis according to Miles and Huberman: Reduction Data, Display Data, and Conclusion Drawing. The results show that in the communication process of Social Media Influencers in the campaign of digital marketing activities are as a medium or channel to inform campaign messages and their role is to reach awareness, engagement and expecting to the purchase intention of the audience.
With using the influencer expertise in created content, a brand starts to evaluating its advertising strategy. Thus, brands provide opportunities to reach the consumer more interactive and authentic . Moreover, the ability of Social Media Influencers to provide viral effects is important, thus enabling Brand to enter new market segments with a social media campaign strategy . As the number 4th largest population in the world with 268 million people and 150 million people of active social media user, Indonesia is one of the most important markets for digital marketers in South East Asia . In Indonesia, the involvement of Social Media Influencer has become a phenomenon in delivering brand campaign messages, especially to attract consumer awareness. Social Media Influencer in Indonesia exists on all the primary social platforms: Facebook, Twitter, Instagram, and YouTube. Based on the phenomenon of Social Media Influencer in Indonesia, this research aims to explain the communication process and reveal the role of involvement of Social Media Influencers in the digital marketing campaign conducted by several Brand Communication in Indonesia. Furthermore, this research is expected to be new research in the development of the use of social media in the application of the activities of digital marketing of brand in Indonesia.
As a recommendation, further research focuses on how consumers perceive the application of social engagement by the company to consumers / customers. Some previous studies explained that there are three categories in building engagement: affective engagement, cognitive engagement and behavioral engagement. In the future, further research is expected to provide new concepts regarding the role of influencers in relation to influencer marketing concepts. This is based on the results of several previous studies also linking that Social Media Influencers are influencers of marketing in the realm of social media.