FOLLOWERS RESPONSE TO PARENTING EXPERT ACCOUNTS ON SOCIAL MEDIA

Study on Tik Tok Account Followers Rensia_Sanvira

Abstract

Social Media brings changes about expertise in various fields. You don't have to go through special education and a long period of time to become an “expert." Like Rensia Sanvira, through her social media accounts on Tik Tok , now the @rensia_sanvira account has four million followers. S-O-R theory is applied to describe followers' responses from the cognitive responses aspects, affective responses, and conative responses. Through a qualitative approach with interviews with followers, this study aims to describe the responses of followers of @rensia_sanvira. Purposively selected followers aged 20-34 years, and have children under five. The data is processed with Nvivo12 software. The results of the study show that  the cognitive response of followers said that @rensia_sanvira's content was about parenting, so that followers learned a lot from @rensia_sanvira’s 's content about parenting tips, especially about parenting. In the conative response, all followers take the right action to the child according to the content or tips on the @rensia_sanvira account. It was found that there was a relationship between one response and another, specifically between the cognitive response and the affective response. This study concludes that the @rensia_sanvira account is a reference for followers in parenting. This can be seen from the cognitive, affective, and conative responses shown by followers of @rensia_sanvirasatas uploaded content, although Rensia Sanvira has no special background and long experience in parenting. Informative content, according to the needs as a parent of toddlers, and presented in an attractive manner, the @rensia_sanvira account can introduce Rensia Sanvira as a "parenting expert.”