Analyzing the Effectiveness of Influencer Marketing Strategies in Shaping Social Media Public Opinion
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This study examines the effectiveness of influencer marketing strategies in shaping public opinion within Indonesia's digital ecosystem. Employing a systematic literature review and bibliometric analysis of Scopus-indexed research from 2013 to 2025, the research explores how source credibility dimensions expertise, trustworthiness, and attractiveness influence audience behavior. The analysis reveals that influencers function as digital gatekeepers, where their impact is heavily mediated by parasocial interactions and emotional proximity. Findings indicate that nano and micro-influencers often achieve higher engagement levels due to perceived authenticity compared to traditional celebrities. While influencers effectively drive social and commercial discourse, significant ethical challenges regarding transparency and information integrity persist. The study concludes that the future of digital leadership relies on a synergy between technological reach and moral accountability. These results underscore the necessity for robust regulatory frameworks and authentic community engagement to ensure a sustainable and transparent digital public sphere in Indonesia’s rapidly evolving social media landscape today.
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