The Impact of Influencer Review Content in Driving the Virality of MSME Products on Social Media
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This research aims to analyze the mechanism behind the effectiveness of influencer review content in driving the virality of Micro, Small, and Medium Enterprise (MSME) products on social media, focusing on the specific context of the Indonesian market. Utilizing a qualitative-descriptive approach based on a systematic literature review, the study synthesizes second-order insights to build a nuanced conceptual framework. The findings reveal that virality is a result of a two-pronged causal chain. First, influencer credibility, especially the dimensions of trustworthiness and authenticity, acts as the primary prerequisite, leading to high engagement. Second, effective review content is strategically designed to leverage the principle of Social Proof by inspiring User-Generated Content (UGC). UGC, not the influencer's reach, is identified as the true driver of exponential spread. This virality, in turn, significantly contributes to increased brand awareness, a higher engagement rate, and a positive correlation with conversion of sales for MSMEs. Managerially, MSMEs should prioritize collaborations with micro-influencers for their high engagement and authentic connection, and focus on creating shareable content formats that spark UGC.
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