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Micro-influencer marketing during the COVID-19 pandemic: New vistas or the end of an era?

Author

Listed:
  • Gerlich, Michael

    (Anglia Ruskin University, UK)

Abstract

As a result of the COVID-19 pandemic, many businesses have incurred losses or shut down entirely. At the same time, however, COVID-19 has ushered in new opportunities for some people, notably micro-influencers, whose low overheads make them extremely appealing to companies whose advertising budgets have taken a hit. According to the popular literature, micro-influencers have much greater credibility than popular celebrities and mega-influencers. The findings presented in this study, however, suggest otherwise. Specifically, this study uses both quantitative and qualitative approaches to analyse the results of a survey involving 1,012 participants from Italy, France and Germany, and finds that micro-influencers who are not known personally to their followers have only a minor influence on purchase behaviour.

Suggested Citation

  • Gerlich, Michael, 2022. "Micro-influencer marketing during the COVID-19 pandemic: New vistas or the end of an era?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(4), pages 354-370, March.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:9:i:4:p:354-370
    as

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    More about this item

    Keywords

    micro-influencer; influencer marketing; consumer behaviour; consumer psychology; social media marketing; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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