Micro vs. Macro Influencers: Comparative Impact on Purchase Intention among Gen Z in Gujarat

Abstract

Introduction of numerous social media sites has revolutionized marketing by creating new ways for marketers to connect with their consumers through the practice of influencer marketing. This study attempts to compare the influence of micro-influencers (followers range: 1K-100K) vs. macro-influencers (followers range: 100K-1M) in the purchasing intention of GenZ consumers in Gujarat, India. Underpinned by Source Credibility Theory and Elaboration Likelihood Model (ELM), this study attempts to investigate the mediating effects of influence credibility, authenticity, and engagement rate among other variables. A survey-based methodology was utilized for gathering data, using a set questionnaire with the aid of which data were collected from 312 GenZ individuals aged between 18 and 26 years old from major cities such as Ahmedabad, Vadodara, Surat, and Rajkot. Data analysis was performed using descriptive statistics, Pearson correlation, multiple regression, and independent samples t-test. Results have shown a positive influence of both micro- and macro-influencers on the buying intention of Gen Z (micro: β = 0.318, p < .001; macro: β = 0.224, p < .001); yet, micro-influencers prove to be more effective than macro-influencers. Additionally, the elements of authenticity and engagement became crucial distinguishing factors. The findings will be useful for marketers and digital marketing professionals who aim to develop efficient influencer marketing strategies for Generation Z consumers in the state of Gujarat.