Content Analysis of Social Media Influencer: The Grounded Theory Approach

  • Brian Al Afwan, Manahan Siallagan, Utomo Sarjono Putro


The purpose of this research was to unfolded clusters uses by influencers to create contents in social media. The model built by in-depth interviews with two influencers combined with literature review, and cross-checking in their social media sites. The clusters proposed are: internal analysis, competitors analysis, and audience analysis. Unlike prior research, this is the first study explore how Indonesian influencers create their contents.