David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

Park, Jiwoon; Lee, Ji Min; Xiong, Vikki Yiqi

doi:10.15444/gfmc2021.05.01.04

Cited by 6 publications

(11 citation statements)

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“…For instance, it is plausible that our interaction effect may differ in the case of hedonic versus utilitarian product categories (Klein and Melnyk, 2016). This is because consumers are influenced more by advertising cues when evaluating hedonic products (Klein and Melnyk, 2016;Park et al, 2021), and therefore our predicted interaction effect might be stronger in the case of hedonic compared to utilitarian product categories.…”

Section: Limitations and Future Researchmentioning

confidence: 93%

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Japutra

Sung

Seo

2022

IMR

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PurposeThis research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them.Design/methodology/approachThe paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism.FindingsThe results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect.Originality/valueThe findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.

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Section: Limitations and Future Researchmentioning

confidence: 93%

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Japutra

Sung

Seo

2022

IMR

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“…En cuanto a las comparaciones entre ellos, estudios precedentes advierten que los micro-influencers y nanoinfluencers son percibidos con mayor grado de intimidad que los mega-influencers y macro-influencers (Britt et al, 2020). Además, los micro-influencers son más persuasivos que los mega-influencers porque las marcas que anuncian se perciben con mayor autenticidad (Kay et al, 2020;Park et al, 2021) y generan un mayor nivel de engagement consumidor-marca (Marques et al, 2021). A pesar de estos indicios, el marketing de influencers ha realizado una mayor apuesta por los mega-influencers, valorando especialmente su mayor alcance (Ismail, 2018;Schwarz, 2020).…”

Section: Trabajar En La Economía De Los Influencersunclassified

“…RLCS, Revista Latina de Comunicación Social, 80, 452-474 [Investigación] https://www.doi.org/10.4185/ RLCS-2022-1805| ISSN 1138-5820 | Año 2022 En general, estudios precedentes coinciden en que los influencers poseen habilidades y cualidades distintivas para comunicarse de manera efectiva en medios digitales (Britt et al, 2020;Kay et al, 2020;Park, et al, 2021). Por lo tanto, las agencias de publicidad están tratando de incorporar las actividades de los influencers como parte de su negocio y los anunciantes los están utilizando para comercializar sus productos y valores de marca (Arriagada, 2021).…”

Section: Introductionunclassified

Radiografía de los micro-influencers en la economía de las plataformas digitales: insatisfacción, trabajo gratuito y desigualdad en la retribución

Villegas-Simón

Fernández-Rovira

Luque

et al. 2022

RLCS

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Introducción: Los influencers se han convertido en nuevos prescriptores y trabajadores digitales que construyen comunidades digitales sólidas para los anunciantes. Los microinfluencers (5.000 - 40.000 seguidores) son utilizados por las marcas para impactar en comunidades digitales pequeñas con un alto grado de compromiso. Esta investigación explora la relación entre la inversión de tiempo, el impacto digital y la remuneración económica de la actividad de los microinfluencers para identificar nuevas formas de precariedad laboral en el ámbito digital. Metodología: Se han estudiado 34 microinfluencers a través de dos técnicas: la monitorización de sus perfiles digitales para calcular sus KPI (ej. engagement y EMV), y a través de un cuestionario destinado a conocer su satisfacción, tiempo invertido y remuneración económica. Además, se ha realizado un segundo estudio sobre la actividad digital de 21 influencers celebridades. Resultados y discusión: El análisis de los datos indica que los microinfluencers están insatisfechos debido a tres factores: la relación entre el tiempo invertido y la remuneración económica, la necesidad de crear publicaciones sin generar ingresos y la desproporcionada relación entre el tamaño de su comunidad, el vínculo que producen con sus seguidores y los beneficios en comparación con las celebridades influencers. Conclusiones: Las conclusiones contribuyen a la literatura precedente sobre la falsa meritocracia del éxito en redes sociales y confirman la retribución a través de visibilidad y capital social a costa de la precariedad de las condiciones laborales dentro de una economía liderada por las plataformas digitales.

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“…To contribute to marketing practice, Vrontis et al (2021) and strongly recommend that future studies need to account for all categories of influencers that exist (mega, macro, micro and nanoinfluencers). Some studies have done comparative analyses on the persuasion abilities between mega and microinfluencers or mega and nano-influencers (Park et al 2021;Calverley and Grieve, 2021). Table 1 presents a list of constructs that rarely appear in the latest SMI research papers found in Scopus and WoS databases.…”

Section: What Is Missing?mentioning

confidence: 99%

“…In only a handful of studies, each type of influencer was used as a construct. Park et al (2021) investigated the persuasion abilities of mega-influencers in comparison to micro-influencers. Calverley and Grieve (2021) did a comparative analysis between mega-influencers and nano-influencers.…”

Section: Consumer Well-being (Cwb)mentioning

confidence: 99%

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

Rahman¹

2022

SBR

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Objective - This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design – This model was conceptualized after a thorough literature review and gap analysis. Moreover, prominent and underrepresented concepts from the literature were integrated to develop the novel model synthesized in this paper. Findings – Many facets of social media influencers have been studied in extant literature. These include source and content characteristics along with marketing strategies and sponsorship disclosures. However, most studies examine influencers from a broad perspective without refinement. Influencers are grouped into four categories based on their following and expertise: mega, macro, micro, and mini-influencers. Such categorizations are rarely reflected in the existing literature. Moreover, consumer mimicry of influencers and the consumer well-being aspects have been largely understudied. Policy Implications -Choosing the right influencer is challenging. Therefore, recognizing which types of influencers evoke consumer mimicry (and which don’t) will ease the selection process. This will increase the efficiency of influencer marketing campaigns run by marketers and brands. Originality - This is the first paper to incorporate all four types of influencer categories into a theoretical model. Subsequently, the largely scarce concept in SMI research, consumer well-being, has also been incorporated to ensure followers' welfare.

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David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

Cited by 6 publications

References 0 publications

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Radiografía de los micro-influencers en la economía de las plataformas digitales: insatisfacción, trabajo gratuito y desigualdad en la retribución

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

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