The Strategic Impact of Macro and Micro Fashion Influencers on Instagram

Manuel Escourido-Calvo, Federico Martin-Bermudez, Fatima Outes-Castro and Vasco Ribeiro Santos
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Manuel Escourido-Calvo: University of A Coruña, Spain
Federico Martin-Bermudez: University of A Coruña, Spain
Fatima Outes-Castro: University of A Coruña, Spain
Vasco Ribeiro Santos: NECE, University of Beira Interior, Portugal & GOVCOPP, Portugal & TECNH&ART, Portugal & ISLA Santarem, Portugal

International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 2025, vol. 16, issue 1, 1-18

Abstract: In the realm of fashion marketing, the practice of influencer marketing on social media, particularly Instagram, has emerged as a pivotal communication tool, affording multifaceted advantages to companies operating within the industry. The strategic use of influencers serves diverse objectives, including enhancing brand perception, improving brand evaluation, and encouraging consumer purchases influenced by these individuals. This study endeavors to delve into the nuanced disparities between macro and micro influencers through a series of comprehensive interviews conducted with both influencers and seasoned professionals within the fashion domain. Furthermore, the research seeks to elucidate the circumstances under which fashion brands opt for either macro or micro influencers, contingent upon the specific goals of their communication campaigns within the Instagram social network.

Date: 2025
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