On Tuesday, April 30, 2024, the Master of Science and Doctoral Program at FEB UGM once again organized a guest lecture with the theme “Influencer Marketing: The Power of Online Advocacy.” The event features Peter Andrews, Senior Lecturer in Digital and Social Media Marketing and Strategic Partnership Director from the University of Hull, as the keynote speaker.
The event was conducted online via the ZOOM application from 1:00 to 3:00 PM.
The guest lecture began with a brief introduction by Peter Andrews before delving into the main topic. During his presentation, he discussed influencer marketing in general. Peter Andrews described influencer marketing as a strategy that involves brands partnering with individuals who hold substantial influence on social media. He highlighted how the power of online advocacy from influencers can affect consumer behavior and extend a brand’s reach. Nowadays, Influencers play an increasingly important role as their presence provides significant opportunities for brands to expand their reach and enhance visibility. With their online advocacy power, influencers can create a positive impact on a brand’s image, attract consumer interest, and increase product sales. Therefore, collaborating with influencers who align with the brand’s values and vision can be a wise strategy to expand the market and build strong consumer relationships.
During his presentation, Peter often includes small quizzes to interact with the participants. Many students enthusiastically provide their answers. Additionally, the event includes group discussions to solve cases presented by Peter. He engages with student groups and asks about their progress. This lecture successfully creates a collaborative learning environment, encouraging students to share their thoughts. Throughout the event, participant enthusiasm is very high, and the event proceeds smoothly.
