Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship
研究分析了准社会关系如何影响受众采纳微、宏和巨影响者推荐的意愿，发现粉丝数量通过感知流行度和意见领袖地位间接影响采纳意愿，且准社会关系起调节作用，三类影响者在可信度、吸引力和关系建立上存在显著差异。
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.