A COMPARATIVE STUDY OF MICRO AND MACRO INFLUENCERS IN SHAPING CONSUMER PURCHASE DECISIONS

Abstract

The research presents a detailed comparative analysis of micro and macro influencers, concentrating on their impact on consumer faith, purchasing behavior, engagement activities, and buying decisions. The social media continuously transforming the marketing environment, influencers have become vital components in brand communication strategies. Micro influencers, who typically have smaller yet more dedicated audiences, are analyzed for their perceived authenticity and closer engagement with their followers, while macro influencers are assessed for their wider reach and visibility for brands. A quantitative research methodology was used for this study. Data was collected from a structured survey questionnaire. The results indicate prominent differences in how audiences view and engage with micro and macro influencers, providing insights into which type is more effective in influencing consumer behavior. This study adds to the expanding knowledge in influencer marketing by underscoring essential audience response factors that guide brand collaboration strategies.