2024
DOI: 10.1108/ejmbe-02-2024-0041
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Consumers’ healthy lifestyle as a determinant of the influence of microcelebrities and microinfluencers

Mariola Palazón,
María del Carmen Alarcón-del-Amo,
Borja Martínez
et al.

Abstract: PurposeThis study analyzes what type of influencer – microcelebrity or microinfluencer – is best suited to promoting healthy food brands and how that influence depends on consumers’ healthy lifestyles.Design/methodology/approachAn empirical study with a real healthy food brand was developed in which three real influencers from Instagram collaborated and posted a story showing the company’s products. A total of 148 individuals participated in the study. The proposed model was tested using the PROCESS macro.Find… Show more

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