Key factors affecting the popularity of social media influencer's account: a case study of a sucessful twitter account @poconggg
Social media have created big changes in the way people communicate. First of all, they become the preferred platforms for modern communication, supported by their efficiency in receiving and disseminating messages. In addition, due to people's cynicism with the objectivity of traditional media, social media are considered as credible sources of information. This last trend leads to the emergence of social media influencers who have the ability to engage and influence their followers.rnBased on the above-mentioned facts, this study has a purpose to analyze the Twitter account of a successful Indonesia social media influencer, @poconggg. Three main points that are discussed include factors behind the popularity of this account, the strategies of a social media influencer in engaging his followers, and the potentials of a social media influencer as an endorser.rnThrough Focus Group Discussions, the study finds out that social media are very powerful to turn an ordinary person to an opinion leader if he or she can provide the audiences with entertaining and beneficial messages. In addition, influencers should also have strong and unique characteristics to attract massive audiences. Once it is accomplished, the influencers can be perceived as credible source of information by their loyal followers.
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