The Effects of Influencer Types (Macro vs. Micro) and Consumer-Brand Relationships on Purchase Intention

Key Points

• The research aims to investigate the differential impact of influencer types on purchase intention influenced by consumer-brand emotional connections.
• Analyzed the effects of macro and micro influencers on consumer purchase intention.
• Examined consumer-brand relationships categorized into brand attachment and brand liking.
• Conducted comparative assessments based on emotional depth and trust in influencers.
• Brand attachment consumers significantly influenced by micro influencers compared to macro influencers.
• Brand liking consumers showed greater trust in reviews from macro influencers versus micro influencers.
• Using micro influencers is more effective for engaging loyal customers while macro influencers are better for attracting new customers.