How Is Influencer Follower Size Related to Brand Responses?
Year: 2024
Type: article
Study design: Observational Study
Abstract: Research has established that an influencer marketing campaign’s success is driven by size of the influencer’s following. Taking a step further, the current authors questioned real followers of influencers (N = 299) about their favorite youTuber, to examine whether micro-versus macro-versus mega-influencers increase or decrease cognitive, affective, and behavioral brand responses. Three underlying, competing mechanisms were tested: wishful identification, perceived credibility, and perceived similarity. Results demonstrate that influencer marketing from micro-influencers (< 100k followers) is associated with more brand awareness, positive brand attitudes, and higher purchase intentions than from larger influencers (> 100k followers). Ultimately, micro-influencers are more persuasive than macro- or mega-influencers because they are perceived as being more similar and more credible.
Source: Journal of Advertising Research
DOI: 10.2501/jar-2024-024
Institutions: University of Amsterdam, Tilburg University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4402878472