Micro-influencer marketing during the COVID-19 pandemic: New vistas or the end of an era?

Michael Gerlich
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Michael Gerlich: Anglia Ruskin University, UK

Journal of Digital & Social Media Marketing, 2022, vol. 9, issue 4, 354-370

Abstract: As a result of the COVID-19 pandemic, many businesses have incurred losses or shut down entirely. At the same time, however, COVID-19 has ushered in new opportunities for some people, notably micro-influencers, whose low overheads make them extremely appealing to companies whose advertising budgets have taken a hit. According to the popular literature, micro-influencers have much greater credibility than popular celebrities and mega-influencers. The findings presented in this study, however, suggest otherwise. Specifically, this study uses both quantitative and qualitative approaches to analyse the results of a survey involving 1,012 participants from Italy, France and Germany, and finds that micro-influencers who are not known personally to their followers have only a minor influence on purchase behaviour.

Keywords: micro-influencer; influencer marketing; consumer behaviour; consumer psychology; social media marketing; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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