 Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationshipRita Conde and Beatriz Casais Journal of Business Research, 2023, vol. 158, issue C Abstract: This study analyzes the effect of the parasocial relationship on the audience’s intention to adopt the recommendations of micro, macro and mega-influencers, considering the number of followers, perceived popularity and opinion leadership. A sample of 140 Portuguese social media influencers (SMIs) was classified into micro, macro or mega-influencers. 577 valid responses to a questionnaire were analyzed using Andrew Hayes’ macro PROCESS for SPSS. The findings suggest that the indirect effect between the number of followers and the intention to adopt SMIs’ recommendations is mediated by the perceived popularity and opinion leadership, and are moderated by the parasocial relationship. Significant differences are found between micro, macro and mega-influencers in terms of credibility, attractiveness and established relationship. The categorization into micro, macro and mega-influencers is adapted to the context of a small country. This paper provides relevant information on the process of SMI selection. Keywords: Influencer Marketing; Social Media Influencers; Micro-influencers; Parasocial Relationship; Instagram (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:158:y:2023:i:c:s0148296323000668 DOI: 10.1016/j.jbusres.2023.113708 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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