Abstract
In influencer marketing, both mega-influencers (>1 million followers) and micro-influencers (10,000–100,000 followers) are successful. In this empirical study (n = 510), the underlying drivers of success based on key influencer characteristics were examined within the framework of a mediation model that analyzes trustworthiness, expertise, attractiveness, authenticity, and similarity as mediators of the relationship between influencer type and influencer success. All the variables proved to be significant mediators of attitudes toward influencers. Micro-influencers are superior in terms of trustworthiness, authenticity, and similarity, whereas mega-influencers outperform micro-influencers in terms of expertise and attractiveness. Mega-influencers are more successful than micro-influencers, based on key success variables (attitude toward and engagement with influencers). This study is the first to analyze the attractiveness and similarity of micro- and mega-influencers in a mediation model by contextualizing them based on previously investigated characteristics such as trustworthiness, expertise, and authenticity. This study contributes to the theoretical advancement of source credibility and source attractiveness models.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Current Issues & Research in Advertising
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
