Reference :

Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158. https://doi-org.devinci.idm.oclc.org/10.1016/j.jbusres.2023.113708

Keywords : Influencer Marketing , Social Media Influencers, Micro-influencers,Parasocial relationship,Instagram.

Summary:

• 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. It used a sample of  140 portuguese influencers and classified them into  micro, macro or mega-influencers.
• A quantitative research method was applied using a questionnaire validated with  577  responses and analysed.

Development: 

this research  focuses onthe effect of the parasocial relationship on the persuasive power of different-sized SMis on their audiences.

They define SMis as an ordinary internet user who has cultivated a substantial audience in an organic way (Ki & Kim, 2019 and categorises them by the number of followers.

• Micro-influencers: 1,000 to 20,000 followers.

• Macro-influencers: 20,000 to 100,000 followers.

• Mega-influencers: More than 100,000 followers.

Analysis: The data was processed using Andrew Hayes’ macro PROCESS for SPSS to execute conditional process and moderated mediation analysis.

• H1a & H1b: Larger SMI size (more followers) directly increases their perceived popularity and attributed opinion leadership.

  H1c: Higher perceived popularity positively drives attributed opinion leadership.

  H2a & H2b: Perceived popularity and opinion leadership directly and positively impact the audience’s intention to adopt recommendations.

  H3a & H3b: Parasocial relationships act as moderators. Notably, the authors hypothesized that a strong parasocial relationship would negatively moderate the influence of opinion leadership, meaning emotional bonds would reduce the importance of an influencer’s perceived status or audience size

Key findings: 

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.

Limitation: 

This research was mainly conducted in the context of a small country (portugal) and didnt take in concideration a more global context

It was  conducted strictly on female influencers and specified one sector (fashion)

and the data was collected in  pre-pandemic landscape .