Mega or macro social media influencers: Who endorses brands better?
通过在线调查和路径分析，比较超级影响者与宏观影响者在品牌代言中的效果，发现品牌和代言人可信度影响顾客品牌参与和品牌资产，且超级影响者的可信度对品牌资产影响更显著，而较小影响者更能吸引顾客。
Endorsers are highly effective in promoting customer–brand engagement. New endorsers are emerging owing to the digital explosion. Who promotes brands better - mega or macro-influencers? Traditional celebrities can represent both types of endorsers (mega and macro) with a strong online presence but varying numbers of followers. This study conducted an online survey to determine the antecedents and consequences of endorsers' participation in marketing and communication strategies. The results of path analysis showed that brand and endorser credibility played a significant role in determining customer brand engagement and brand equity. Endorser credibility impacted brand equity only in the case of mega-influencers. Smaller influencers exhibited higher prowess than celebrities to engage customers, thus suggesting that “less is more.”