Who is More Persuasive to an Audience, Micro-, Macro- or Mega- Influencers?

Summary

This study investigates the impact of influencer follower size on brand responses. It examines whether micro-, macro- or mega-influencers are more effective in increasing brand awareness, positive brand attitudes and purchase intentions. The study finds that micro-influencers, with fewer than 100,000 followers, are more persuasive than larger influencers due to their higher perceived credibility and similarity to the audience. The research highlights the importance of choosing the right influencer size for marketing campaigns to achieve better brand outcomes.

The study also explores the underlying mechanisms that explain the effects of influencer size on brand responses. It identifies three key factors: wishful identification, perceived credibility and perceived similarity. The findings suggest that micro-influencers are more effective in enhancing brand awareness and positive brand attitudes because they are perceived as more credible and similar to the audience.