Marketing Communication Strategies Using Macro Influencers: A Case Study of “Fluke Karon”

Abstract

This study aimed to analyze the marketing communication strategies employed in the content presented by Fluke Karon as a macro influencer. A qualitative research approach was adopted using content analysis of eight video clips published across digital platforms, including TikTok, Instagram, Facebook, and YouTube, between May 2025 and May 2026.

The findings revealed that Fluke Karon consistently employed integrated marketing communication (IMC) strategies by adapting communication approaches to suit the characteristics of each platform while simultaneously strengthening both his personal brand and product brand. On TikTok, the communication strategy closely resembled personal selling through product demonstrations, explanations of product features, key benefits, and suitability for consumers. This approach helped reduce consumers' perceived purchase risk and aligned with contemporary consumer behavior, in which individuals actively seek information before making purchasing decisions. On Facebook, Instagram, and YouTube, the content primarily emphasized public relations and personal branding strategies by presenting the influencer's lifestyle, identity, and distinctive character under the concept of the "World of the Bearded Man." This unique and memorable brand image fostered emotional connections between the influencer and his followers.