Content Analysis of Social Media Influencer: The Grounded Theory Approach
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.