Library Dissertation Showcase

Micro vs Macro Influencers: A study on which classification of social media influencers is more effective at increasing consumer purchase intention

  • Year of Publication:
  • 2021

The unprecedented rise in social media has presented valuable opportunities for influencer marketing. The primary goal of the study was to determine which is more effective, a Micro influencer or a Macro influencer at increasing attitudes towards purchase intention. Moreover, the study ought to uncover which categorisation is more effective at increasing attitudes towards both brand awareness and source credibility. In order to achieve this, two online surveys were randomly distributed to participants who matched the study’s criteria. The only variable was the number of followers that each influencer has procured. The survey tested participants attitudes towards the notable themes. The findings to both subcategories, brand awareness and source credibility, were corresponding to one another. They both portrayed that Micro and Macro influencers are equally as effective at increasing attitudes to both brand awareness and source credibility. The overall outcome to the primary research question regarding purchase intention, is that Micro and Macro influencers are equally effective at increasing attitudes towards consumer purchase intention.

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