Crisis Management Strategies in Influencer Marketing
DOI:
https://doi.org/10.38035/jemsi.v6i1.2872Keywords:
Influencer, Influencer Marketing, Key Opinion Leader (KOL), Krisis Komunikasi, SelebgramAbstract
Industri Influencer Marketing telah berkembang pesat dan memperkuat posisinya sebagai strategi utama dalam pemasaran digital saat ini. Berdasarkan laporan Influencermarketinghub.com tahun 2024, industri ini diprediksi mencapai $24 miliar pada akhir tahun, menegaskan bahwa Influencer Marketing bukan lagi sekadar tren sementara. Di Indonesia, strategi ini terbukti efektif di sektor kecantikan dan kesehatan (Bhatnagar et al., 2024). Namun, kolaborasi antara brand, influencer, dan pihak ketiga sering mengalami krisis komunikasi yang dapat menghambat kesuksesan kampanye. Penelitian ini berjudul "Strategi Manajemen Krisis dalam Influencer Marketing" bertujuan untuk mengidentifikasi krisis komunikasi dalam Influencer Marketing, mencakup penyebab, strategi penanganan, dan pencegahan di masa depan. Melalui pendekatan kualitatif, data diperoleh dari observasi, studi pustaka, dan wawancara dengan praktisi berpengalaman. Hasilnya menunjukkan bahwa krisis sering disebabkan oleh ketidakjelasan informasi, perbedaan persepsi, dan kurangnya keterampilan komunikasi. Tanda-tanda krisis meliputi komunikasi yang lambat, tidak jelas, serta ketidakpatuhan Influencer terhadap perencanaan kampanye. Strategi efektif meliputi negosiasi, penggunaan bahasa yang jelas, dan penyampaian ekspektasi yang rinci. Komunikasi yang efektif menjadi kunci untuk mengurangi dampak negatif, meningkatkan praktik Influencer Marketing, dan memperkuat kolaborasi dengan influencer.
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