Integrating Characteristics of Indonesian Female into Virtual Influencers for AI-Based Marketing Strategies
Alyani Nurul Iffah*
Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University (BINUS), 11530 Jakarta Barat, Indonesia
Email: alyani.iffah@binus.ac.id
Virienia Puspita
Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University (BINUS), 11530 Jakarta Barat, Indonesia
Email: virienia@binus.ac.id
Ridho Ilham Hidayatulloh
Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University (BINUS), 11530 Jakarta Barat, Indonesia
Email: ridho.hidayatulloh@binus.ac.id
*Correspondence author: alyani.iffah@binus.ac.id
Abstract
This research focuses on how the virtual characters of Indonesian female influencers @arbie_seo, @lav_caca, @hai.veronika, and @lentaripagi are portrayed and how these characteristics are integrated into social media marketing strategies through storytelling-based narratives. Using a qualitative approach through case studies, this research was conducted using observation and interview techniques. Two of the four virtual influencers are portrayed according to Javanese and Sumatran facial characteristics, who have brown skin, while the other two are portrayed as mixedblooded Indonesian (Sundanese tribe)-Dutch and Indonesian (Sundanese tribe)Korean who live in the city of Bandung. All four are described as having different professions, namely as dangdut singers, high school students, models, and influencer explorers. The marketing strategies of the four virtual influencers are different, including those who utilize social media trends, virality, shareable content, and sexuality as marketing appeals. The narratives delivered by the four Indonesian virtual influencers tend to use non-standard or casual Indonesian. The results show that character uniqueness is the main factor that determines the success of marketing through virtual influencers on social media.
Keywords:
Social Media Marketing, Influencer Marketing, Female, Virtual Influencer, Indonesia