The impact of macro and micro social media influencers’ on consumer product perceptions and consumer results

Abstract EN

As industry continues to invest in influencer marketing, theorising and examining the marketer and influencer relationship is important, therefore this research aimed to investigate the influence of social media influencer type and disclosure of sponsorship in native advertising on consumer outcomes, the results showed that consumers report significantly higher product knowledge when exposed to micro-influencers, however this finding supports practitioners’ suggestions that ‘less is more’, the results also demonstrate disclosure of sponsorship leads to significantly higher levels of purchase intentions.