Year: 2025
Type: article
Abstract: 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.
DOI: 10.31603/bishss.319
Authors: Chelsea Terenzia, Sari Ramadanty
Institution: Binus University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412411908