Who endorses brands better: mega or macro influencers

What is it about?

This study investigates the impact of endorsers on customer-brand engagement and brand equity, particularly comparing the effectiveness of mega and macro-influencers, finding that smaller influencers can outperform celebrities in customer engagement and brand equity, emphasizing the significance of endorser credibility.

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Why is it important?

This study's importance lies in exploring how endorsers influence customer-brand engagement and brand equity, explicitly focusing on the effectiveness of mega and macro-influencers. The findings challenge conventional knowledge by highlighting that smaller influencers can excel over celebrities in fostering customer engagement and brand equity, underscoring the crucial role of endorser credibility in these outcomes.