Yogyakarta, December 10th, 2021
The Master of Science and Doctoral Program (MD) FEB UGM has successfully held the inaugural scientific discussion event, namely MD REFO #1 on December 10th, 2021. The first MD REFO (Research Forum) presented Mrs. Widya Paramita, M.Sc., Ph.D . as a speaker and Mr. Dr. Sahid Susilo Nugroho, M.Sc. as a moderator. This scientific forum attended by 84 participants consisting of various parties, including students, academics, practitioners, and the general public. On the occasion of a scientific discussion held online yesterday, Mrs. Widya discussed her research about self-presentation strategies through social media, which had been successfully published in the Journal of Advertising (Q1).
The role of social media in the business world is indeed very large, especially now that many social media users also act as influencers who can increase sales of a brand. The role of celebrity endorsers is also important in modern marketing activities. In her research, Mrs. Widya used an experimental method to examine the effect of humble bragging and bragging behavior by influencers and endorsers. The research concludes that the humble bragging behavior successfully covers the endorser’s intention to show off or boast, but not the influencer. Influencers who practice humble bragging are perceived as incompetent and less grateful.
The results of this research are very useful in the field of modern marketing, especially social media-based marketing. Hopefully, the goal of this MD REFO event can be realized, such as increased insight and knowledge in the field of marketing and generating research ideas. This program is very useful in supporting innovative research contributions with the latest topics. The participants’ enthusiasm was very high, seen from the beginning to the end of the event. This scientific discussion session ran smoothly and was fun from start to finish, which closed with a group photo. (Y)
