Juliadi, Rismi and Murwani, Endah and Ariestya, Angga (2021) A Netnography Study of the Social Media Influencers on Creating Netizens' Climate Change Awareness on Instagram. In: The 4th International Conference on Communication and Business 2021.
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Abstract
Climate change is one of the United Nations (UN) programs, as stated in the Sustainable Development Goals (SDGs). Geographically, Indonesia is located in the equator area, including a quite vulnerable country, so it is necessary to build netizens awareness regarding Indonesia's climate change issue. This study aims to describe the online interaction between social media influencers (SMI) with netizens to create climate change awareness on Instagram. This study uses netnographic methods and data collection through online observation on 6 Instagram accounts of social media influencers categorized as Indonesian celebrities. This study concludes that there is a lack of interaction between influencers and netizens since the influencer's engagement level still below the average industrial standard, so they need to increase the interaction, discussion, and engagement with the netizens from the Y and Z generation. The interaction between social media influencers and netizens can create climate change awareness on Instagram. But, the amount of influencers’ status is very little. So, the impact of the campaign on the netizens’ awareness is quite weak. Most of influencers do not create an impressive status on Instagram. To attract netizens’ engagement, they should be occupied by the attractive quality of photos, videos, visual storytelling, captions, and hashtags related to climate change issues. The netizens' climate change awareness could be built through the variety influencers’ campaign such as on the annual special moments to commemorate Earth Day, World Environment Day, and National Waste Care Day.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Keywords: | social media influencer; netizens; climate change, Instagram; environment |
| Subjects: | 000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods > 006.7 Multimedia Systems, Blogs, Social Media, Web Application Frameworks 300 Social Sciences |
| Divisions: | Faculty of Communication > Strategic Communication |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 12 Dec 2022 03:32 |
| Last Modified: | 12 Dec 2022 03:32 |
| URI: | https://kc.umn.ac.id/id/eprint/23037 |
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