Sinaga, Naomi Nathania (2026) BUDAYA KOMUNIKASI DALAM GRUP SUPPORT INFLUENCER DI SURABAYA: STUDI NETNOGRAFI TENTANG PRAKTIK TIMBAL BALIK DAN PEMBENTUKAN ENGAGEMENT DI INSTAGRAM. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The evolution of influencer marketing on Instagram has established engagement as a crucial indicator influencing content visibility and opportunities for brand collaborations. This landscape has spurred competition among creators, leading to the emergence of online support group communities—spaces where content creators mutually support one another through likes, comments, saves, shares, and views to boost content performance. This study aims to analyze the communication culture within an influencer support group community in Surabaya and examine the social exchange practices underpinning its members' activities. A qualitative research design was employed, utilizing a netnographic approach and a constructivist paradigm. Data were gathered through participant observation, digital documentation, and research immersive experience as a group members. Data analysis was conducted interpretatively using Social Exchange Theory. The findings reveal that the community's communication culture is built upon structured rules, norms, and exchange mechanisms. Interactions are driven by the principle of reciprocity, with members providing engagement in the expectation of receiving similar support for their own content. Although no financial cost is involved, members invest non-material resources such as time, effort, and attention. Some members view the support group as a strategy to enhance initial content performance, whereas more experienced creators consider the resulting engagement less organic, as it stems from coordination rather than natural audience interest. Repeated interactions also foster interpersonal relationships, generating support that extends beyond the group's formal mechanisms. The study concludes that online support group communities represent a form of adaptation by content creators to competition and the unpredictability of the Instagram algorithm through organized social exchange practices. Keywords: communication culture, online support group community, influencer, Instagram, netnography, social exchange theory. Keywords: communication culture, group support, influencer, Instagram, netnography, social exchange theory
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HT Communities. Classes. Races |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Naomi Nathania Sinaga | ||||||||
| Date Deposited: | 23 Jul 2026 06:54 | ||||||||
| Last Modified: | 23 Jul 2026 06:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57659 |
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