Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship

TLDR

The categorization into micro, macro and mega‑influencers is adapted to the context of a small country. This study examines how parasocial relationships affect audiences’ intention to adopt recommendations from micro, macro and mega‑influencers, and provides information on selecting SMIs based on follower count, perceived popularity and opinion leadership. The authors classified 140 Portuguese SMIs into micro, macro or mega categories and analyzed 577 valid questionnaire responses using Andrew Hayes’ PROCESS macro for SPSS. The findings indicate that the number of followers influences adoption intention via perceived popularity and opinion leadership, moderated by parasocial relationship, and that micro, macro and mega‑influencers differ significantly in credibility, attractiveness and established relationship.

Abstract

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. A sample of 140 Portuguese social media influencers (SMIs) was classified into micro, macro or mega-influencers. 577 valid responses to a questionnaire were analyzed using Andrew Hayes' macro PROCESS for SPSS. 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. The categorization into micro, macro and mega-influencers is adapted to the context of a small country. This paper provides relevant information on the process of SMI selection.