Meaning-making in Influencer Careers: A Phenomenological Study of Digital Creators in Banten, Indonesia

Abstract

Background: The growth of social media platforms has established influencer work as an emerging digital career shaped by audience engagement, commercial opportunities, professional identity, and community relationships. Aims: This study explores how influencers in Banten interpret their careers, how their personal and professional experiences shape their digital identities, and how they negotiate their status as influencers within local community life. Study Design: This study employed a qualitative research design grounded in the constructivist paradigm and a phenomenological approach. Place and Duration of Study: The study involved active influencers based in Banten Province, Indonesia. In-depth interviews were conducted in Serang City and Serang Regency from September to October 2025. Methodology: Six influencers were selected through purposive sampling. Participants were required to be active users of social media, have at least 10,000 followers, possess experience in producing digital content, and have participated in promotional or commercial collaborations. Primary data were collected through semi-structured in-depth interviews and were supported by observations and relevant documentation. The data were analysed through seven phenomenological stages: repeated reading of interview transcripts, identification of significant statements, formulation of meanings, clustering of themes, development of a comprehensive description, synthesis of the essence of the participants’ experiences, and participant validation. Data credibility was strengthened through source triangulation and member checking. Results: The analysis identified five interrelated themes: career reorientation through digital income, career development through adaptation and audience response, professionalism reflected in consistency, innovation, and credibility, contextual management of online and community identities, and regional contribution through local culture, language, culinary content, and creative networks. The participants did not perceive influencer work as an effortless form of digital visibility. Instead, they regarded it as a demanding and disciplined occupation that requires continuous content production, audience trust, adaptation to platform dynamics, and social responsibility. Conclusion: For the six participants, the meaning of an influencer career was constructed through their ability to transform digital visibility into a sustainable source of livelihood while maintaining credibility and remaining socially connected to their communities in Banten. However, the findings are limited to the cases examined and cannot be used to determine the broader economic impact of influencers across Banten Province.