The Effectiveness of Chris Putra as Evolene Brand Ambassador on Instagram Followers of @Chris_Putraa

Abstract

This study investigates the effectiveness of Chris Putra as a brand ambassador for Evolene, a sports supplement brand, through the lens of Marketing Public Relations (MPR). Chris Putra, a world-class bodybuilder and social media influencer, is known for his strong public image and wide-reaching influence. The research adopts a descriptive quantitative approach, employing a survey method by distributing questionnaires to 100 of Chris Putra’s Instagram followers. The Likert scale and VisCAP model—comprising Visibility, Credibility, Attraction, and Power—are utilized to assess his effectiveness. The findings reveal that Chris Putra plays an effective role as a brand ambassador, with the “attraction” component scoring the highest among the indicators. His appeal significantly contributes to positive brand perception and engagement with Evolene. These results highlight the strategic value of selecting the right brand ambassador in MPR campaigns. This study offers meaningful insights for marketing and communication professionals in optimizing brand ambassador strategies to achieve targeted communication and marketing objectives.