How Influencer Follower-Scale Popularity Erodes Luxury Brand Exclusivity: The Crowd Dilutes the Crown: How Micro-Influencers Reduce Social Crowding and Preserve Exclusivity

Influencer marketing is common in luxury branding, yet how influencer follower-scale popularity (macro vs. micro) shapes perceived brand exclusivity remains underexplored. Across five studies, four experiments and a field test, we show that micro-influencers increase purchase and brand usage intentions by reducing perceived social crowding and strengthening perceived brand exclusivity. We identify boundary conditions: the exclusivity-based pathway is stronger among consumers higher in Consumer Need for Uniqueness (CNFU), whereas both indirect pathways attenuate under luxury fatigue. The findings advance theory on diffusion cues and crowding in luxury contexts and offer guidance for influencer-tier selection when exclusivity is central.