Scaling Influence: A Comparative Study of Micro and Macro Influencers on Consumer Perceptions and Behaviors
Faculty Mentor(s) Name(s)
Ania Rynarzewska
Abstract
This research proposal aims to explore the differential perceptions of micro (1,000 to 100,000 followers) and macro (100,000 to 1 million followers) influencers on Instagram, focusing on authenticity, trust, engagement, and their influence on purchasing decisions. Despite the growing reliance on influencer marketing, limited research exists on how the size of an influencer's following impacts audience perceptions and behaviors. Through a mixed-methods approach, this study will combine quantitative surveys with qualitative analyses of online community discussions and social media comment sections. The survey will target a diverse pool of social media users, employing stratified sampling to ensure representation across demographics. Concurrently, online communities will be engaged through polls and discussions, while comment sections under posts by both micro and macro influencers will undergo thematic analysis to gauge sentiment and thematic patterns related to the research hypotheses. This dual approach aims to uncover nuanced insights into the authenticity, trustworthiness, and engagement levels attributed to influencers by their followers, and how these perceptions influence consumer behavior. The findings are expected to contribute to the evolving discourse on influencer marketing, offering empirical evidence on the efficacy of micro versus macro influencers. This research will not only fill a gap in academic literature but also provide practical recommendations for marketers on optimizing influencer partnerships for enhanced consumer engagement and trust.
Start Date
27-3-2024 10:00 AM
End Date
27-3-2024 10:50 AM
Location
Magnolia Ballroom
Scaling Influence: A Comparative Study of Micro and Macro Influencers on Consumer Perceptions and Behaviors
Magnolia Ballroom
This research proposal aims to explore the differential perceptions of micro (1,000 to 100,000 followers) and macro (100,000 to 1 million followers) influencers on Instagram, focusing on authenticity, trust, engagement, and their influence on purchasing decisions. Despite the growing reliance on influencer marketing, limited research exists on how the size of an influencer's following impacts audience perceptions and behaviors. Through a mixed-methods approach, this study will combine quantitative surveys with qualitative analyses of online community discussions and social media comment sections. The survey will target a diverse pool of social media users, employing stratified sampling to ensure representation across demographics. Concurrently, online communities will be engaged through polls and discussions, while comment sections under posts by both micro and macro influencers will undergo thematic analysis to gauge sentiment and thematic patterns related to the research hypotheses. This dual approach aims to uncover nuanced insights into the authenticity, trustworthiness, and engagement levels attributed to influencers by their followers, and how these perceptions influence consumer behavior. The findings are expected to contribute to the evolving discourse on influencer marketing, offering empirical evidence on the efficacy of micro versus macro influencers. This research will not only fill a gap in academic literature but also provide practical recommendations for marketers on optimizing influencer partnerships for enhanced consumer engagement and trust.