Influencer Marketing as an Effective Strategy in Millenial Era; A Case Study of Suhay Salim

Abstract

Millenials has inevitable attachment towards social media. What they see on social media has the ability to change their behavior and affect their decision-making
process, thus the advertising industry adapting in order to reach them as target market. Social media utilization becomes an essential part of a marketing strategy on current millenial era, and one of it is to use social media influencer as its spearhead which later given the term influencer marketing. This paper aims to fathom influencer marketing through case study and analysis ofSuhay Salim as Indonesian beauty influencer who actively posts on her YouTube channel and Instagram account. The result shows that Suhay Salim fulfilled several important characteristics namely credibility, attractiveness, confidence, authenticity, and interactivity which generates trust and loyality ofher audience. Hence, influencer marketing can count as successful if the brand managed to elect the right influencer to work with.

Keyword: influencer marketing, millenial era, Suhay Salim