Selebriti dan Pemasaran Digital: Kepentingan Penglibatan Selebriti di Laman Media Sosial Instagram

  • Liyana Mohd Ramly Pengajian Liberal, Fakulti Komunikasi dan Pengajian Media, Universiti Teknologi MARA, Malaysia
  • Mohd Azul Mohamed Salleh Pusat Kajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia (UKM), Malaysia
  • Mohd Nur Shahizan Ali Pusat Kajian Media dan Komunikasi, Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia (UKM), Malaysia
Keywords: selebriti, penglibatan, pemasaran, pengurusan perniagaan, Instagram

Abstract

Penglibatan selebriti dalam penggunaan laman media sosial telah memberi banyak manfaat kepada selebriti pada zaman sekarang. Kajian ini meneliti keterlibatan selebriti dalam penggunaan platform media sosial untuk lebih memahami sebab-sebab tertentu penglibatan selebriti 24/7. Kajian itu juga mengenal pasti potensi dan hasil yang menyebabkan selebriti mempunyai hubungan dalam talian dengan pengikut. Informan bagi data kajian ini terdiri daripada 8 informan yang merupakan selebriti Malaysia ketika ini dengan pengikut melebihi lima ratus ribu pengikut di akaun Instagram mereka. Kajian ini telah dianalisis dan dipilih dengan menggunakan kaedah analisis tematik. Hasil kajian menunjukkan dengan jumlah pengikut yang ramai, selebriti telah secara aktifnya menceburi bidang pemasaran digital menggunakan Instagram bagi penjanaan pendapatan. Kajian ini juga menunjukkan bahawa kebarangkalian beberapa selebriti akan mempromosikan produk mereka, produk, jenama dan perkhidmatan orang lain dan akhirnya mendapat tajaan atau menjadi jurucakap jenama itu sendiri di Instagram. Kajian ini juga telah membuktikkan bahawa laman media sosial Instagram merupakan satu platform penting bagi pemasaran digital dan penjanaan pendapatan untuk selebriti. Implikasi praktikal penyelidikan ini menjelaskan hasil yang berkaitan dengan faktor-faktor penglibatan selebriti-pengikut di laman media sosial yang merangkumi pemahaman yang lebih baik tentang implikasi bagi pemasaran digital dalam kalangan selebriti di Malaysia.

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Published
2021-11-10
How to Cite
Mohd Ramly, L., Mohamed Salleh, M. A. and Ali, M. N. S. (2021) “Selebriti dan Pemasaran Digital: Kepentingan Penglibatan Selebriti di Laman Media Sosial Instagram”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), pp. 51 - 65. doi: https://doi.org/10.47405/mjssh.v6i11.1120.
Section
Articles