THE ROLE OF DIGITAL INFLUENCERS IN THE CUSTOMER LIFECYCLE AND THE CONNECTION OF SOCIAL MEDIA IN MARKETING ACTIVITIES IN INDONESIA

Abstract

The presence of Social Media has changed the perspective of entrepreneurs in their marketing strategies and sales improvement. The emergence of platforms like Instagram, Twitter, and Blogger content is crucial for expanding beneficial information for companies. Writers on Instagram, Twitter, and Blogs can be considered as digital influencers who influence the perceptions and views of their readers/followers through digital platforms. The aim of this study is to examine the relationship between Bloggers or Buzzers (digital influencers) in the customer lifecycle stage. Furthermore, it is to investigate the relationship between the use of social media in marketing activities in Indonesia. The research method used is a qualitative method. Meanwhile, the data collection methods used are interviews, observations, documentation, and literature studies. The results of the study show that the communication pattern through social media applies to multi-step flow communication. That is a perception that can influence the opinions of its readers/followers. Thus, the use of social media in marketing activities is very beneficial.

Keywords: digital influencer, customer lifecycle, social media, marketing