The Role of Influencers on Marketing Strategies in The Digital Era: A Literature Study


  • Rahayu Lestari National University, Jakarta
  • Kumba Digdowiseiso National University, Jakarta



Digital, Influencers, Marketing


This research investigates the role of influencers in marketing strategies in the digital era. The background is a profound transformation in consumer behavior and marketing influenced by developments in digital technology. Influencers, who have large and engaged followings on social media platforms, have become an important element in companies' marketing efforts to reach target audiences and build brands. The aim of this research is to understand the extent to which influencers influence consumer behavior, increase brand awareness and influence purchasing decisions in the context of digital marketing. The research method uses a literature review with a qualitative approach. The results of this research reveal that influencers have a significant impact in influencing consumer perceptions of brands and products, with the majority of respondents admitting that they trust influencer recommendations in their purchasing decisions. In addition, content produced by influencers is considered to have added value in the form of useful information and interesting entertainment. This supports the view that influencers play an important role in digital marketing strategies with the potential to achieve diverse marketing objectives, from increasing brand awareness to increasing interactions with consumers.


Download data is not yet available.


Aristawidia, IB (2019). Literature Review on the Implementation of Branding Strategies for the Progress of MSMEs in the Digital Era. Journal of Management and Innovation, 1(2).

Fadli, MR (2021). Understand the design of qualitative research methods. Humanics, 21(1), 33–54.

Isnawati, SI (2022). Viral Marketing as a Marketing Strategy Through Social Media. Management and Accounting, 2(1).

Karin Pradnya Larasati, P., Dwinda Kartika, K., Suci Rahayu, A., Khairunisa, P., & Nyoman Larry Julianto, I. (2021). Effectiveness of Content Creators in Promotion Strategies in this Digital Age. National Design Seminar, 1.

Kurniati, D., Desrani, A., Marwa, A., Pendidikan, M., Arab, B., Malik, M., Malang, I., & Soekarno, JI (2021). The Existence of the Millennial Generation in Entrepreneurship in the Digital Era (Case Study of the Online Shop Denia Donuts Palembang). In Journal of Science Innovation and Technology (Vol. 1, Issue 2).

Maulana, I., Merseyside, J., Manulang, B., & Salsabila, O. (2020). The Influence of Social Media Influencers on Consumptive Behavior in the Digital Economy Era. In Bijak Scientific Magazine (Vol. 17, Issue 1).

Mulyono, *. (2022). Influencer Marketing as a Marketing Strategy in the Covid-19 Pandemic Era. Journal of Web Information Technology (J-WIT, 7(2), 1–10.

Paez, A. (2018). Gray literature: An important resource in systematic reviews. Journal of Evidence-Based Medicine, 10(3), 233–240.

Panca, G., Graha, PH, Turgarini, D., & Ningsih, C. (2022). The Role of Influencer Marketing in Increasing Travel Intention. Hospitality Journal, 11(1).

Pangestu, IA, & Nugroho, RH (2023). Digital Marketing Strategy in Increasing Brand Equity in Clothing MSMEs. El-Mujtama: Journal of Community Service, 4(2), 863–870.

Purwatiningsih, SD (2021). Digital Marketing Campaign in Building Startups through Influencers during the Covid-19 Pandemic. Journal of Communication Studies, 4(2), 2656–050.

Rahmawati, SD (2021). The Influence of an Influencer's Social Media in Increasing Sales Through E-Commerce. National Conference of Islamic Natural Science.

Study, P., Communication, I., Social, I., & Business, D. (2022). Marketing Strategy in the Digital Era in Building Brand Awareness Through Social Media Yogie Alontari. Scientific Journal of Educational Vehicles, 8(9), 323–332.

Wirapraja, A., Hariyanti, NT, & Aribowo, H. (2023). Literature Review of the Influence of Digital Influencer Marketing on the Development of Business Strategy. Journal of Technology Convergence and Information Systems, 3(1).




How to Cite

Lestari, R. ., & Digdowiseiso , K. . (2023). The Role of Influencers on Marketing Strategies in The Digital Era: A Literature Study. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(2), 410–420.




Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 > >>