Dear Readers

In this issue, we focus on the power of social media in influencing consumer choice. The first article discusses the power of Korean artists, Blackpink, used as Tokopedia's brand ambassador, to influence consumer shopping intentions. The second article focus on micro-promotion via Instagram, acted by a celebgram known as @tytantira. The question is, is the @tytantira power able to influence its followers' purchase willingness? The third article focuses on social media's effect on online shopping decisions. Using Shopee as a research context, it finds that that effect is strong but should be mediated by e-WOM. The fourth article focuses on the netizen as the reference group, whose word-of-mouth function as a promotional message. The valence of WOM into positive and negative dimensions and the other dimensions remain the same. Its finding is exciting and whimsical. The fifth article investigates the role of netizens, whose given ratings and reviews are taken into customer consideration. The question is, do ratings and reviews influence customer decisions? We have presented all the articles to satisfy the readers' thirst for quality articles. Hopefully, our articles are something of meaning.

Editor in Chief

Prof. Dr. Ir. Bilson Simamora, M.M.


Published: 2022-09-24