| dc.description.abstract | This study aims to examine the relationship between influencer credibility and
the bandwagon effect on social media. Credibility is the communicant's trust in the
communicator based on the abilities of the communicator. Influencers as
communicators on instagram, demonstrate credibility to other social media users
based on expertise, trustworthiness, and attractiveness. The credibility of influencers
can make many people interested in following their beliefs and behavior so that a
bandwagon effect occurs on social media. This study hypothesizes that influencer
credibility will be positively correlated with the bandwagon effect.
This study uses a quantitative approach with the type of correlational analysis.
The population in this study were social media users and the number of samples in
this study were 137 respondents. As expected, the results show that influencer
credibility has a positive correlation on the bandwagon effect of 0,535. Influencers
who have high credibility will contribute to a high level of bandwagon effect on
social media. | en_US |
