Micro-Communities And The Creator Economy: Community-Based Marketing Strategies For Indonesian Local Brands

Abstract

The rapid growth of the creator economy has transformed digital marketing from transactional promotion toward community-based engagement. In this context, micro-communities have emerged as strategic spaces where consumers interact, share experiences, and develop emotional connections with brands and creators. This study aims to explore the lived experiences of consumers participating in creator-led micro-communities surrounding Indonesian local brands. Using a qualitative phenomenological approach, data were collected through semi-structured in-depth interviews with consumers actively involved in online communities on platforms such as TikTok, Instagram, and Discord. The findings reveal that consumers perceive micro-communities not merely as marketing spaces but as emotionally meaningful environments that foster belongingness, identity affirmation, and relational interaction. Authenticity emerged as a key factor influencing trust and long-term engagement, while creator-led communication strengthened emotional proximity and participatory experiences among community members. The study also indicates that consumers increasingly prefer interactive and community-centered brand relationships over conventional promotional communication. This research contributes to the literature on the creator economy and consumer engagement by integrating phenomenological perspectives into digital marketing studies. Practically, the findings provide insights for Indonesian local brands in developing sustainable community-based marketing strategies through authentic creator collaboration.