How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory
基于社会网络理论，通过定量内容分析比较大型与微型网红在赞助内容上的差异，发现微型网红赞助率更低、信息更双向，而大型网红更倾向明确披露和自我揭示，为理解网红类型与真实性管理提供新视角。
Grounded in social network theory, this article explores differences in sponsored content across two types of social media influencers. The researchers conducted a quantitative content analysis to compare influencers’ content across follower counts. Micro-influencers had lower sponsorship rates and more two-sided messaging. Mega-influencers were more likely to use explicit disclosures and self-revelation. Micro-influencers had higher engagement rates overall, but not for sponsored content. The authors linked these findings to influencers’ different social network positions. This article contributes to the conceptualization of micro and mega-influencers as not just a trade-off between popularity and authenticity, but between network centrality and tie strength.