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Mega or macro social media influencers: Who endorses brands better?

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  • Teresa Borges-Tiago, Maria
  • Santiago, Joanna
  • Tiago, Flavio

Abstract

Endorsers are highly effective in promoting customer–brand engagement. New endorsers are emerging owing to the digital explosion. Who promotes brands better - mega or macro-influencers? Traditional celebrities can represent both types of endorsers (mega and macro) with a strong online presence but varying numbers of followers. This study conducted an online survey to determine the antecedents and consequences of endorsers' participation in marketing and communication strategies. The results of path analysis showed that brand and endorser credibility played a significant role in determining customer brand engagement and brand equity. Endorser credibility impacted brand equity only in the case of mega-influencers. Smaller influencers exhibited higher prowess than celebrities to engage customers, thus suggesting that “less is more.”

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  • Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
    • Handle: RePEc:eee:jbrese:v:157:y:2023:i:c:s0148296322010712
    DOI: 10.1016/j.jbusres.2022.113606
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    8. Endang Hariningsih & Budhi Haryanto & Lilik Wahyudi & Catur Sugiarto, 2025. "Ten years of evolving traditional versus non-traditional celebrity endorser study: review and synthesis," Management Review Quarterly, Springer, vol. 75(3), pages 1937-1997, September.
    9. Xia, Hui & Zhang, Longyun & Chen, Junjie & Wang, Xinchun, 2025. "Decoding virtual influencer endorsement using machine learning: The role of virtual influencer, posting, and disclosure characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    10. Liu, Lin & Dong, Qi & Wang, Xiaoya & Su, Chunke & Zhu, Mengxiao, 2025. "Unpacking the link between parasocial relationships and gifting in live streaming: A mediation and moderation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
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    12. Ridwaan Asmal & Marlini Moodley, 2024. "Brand Image as a Strategic Lever for Mergers and Acquisitions in the Financial Services Sector in South Africa," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 346-354, October.
    13. Suhaib Ahmed & Tahir Islam & Abdul Ghaffar, 2024. "Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness," SAGE Open, , vol. 14(2), pages 21582440241, May.
    14. Jones, Scott & Moorlock, Emily & Dempsey, Elizabeth, 2025. "Under the influencer: Participatory culture and the rise of the viratoid," Journal of Business Research, Elsevier, vol. 199(C).
    15. Le, Nguyen & Nguyen, Tai Tan & Nguyen, Hoa Thi Lien, 2026. "Barriers and motivators of globalization for buying behavior of imported Chinese domestic home appliances: the roles of brand image, product judgement, perceived product quality and endorser's credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    16. Rosengren, Sara & Campbell, Colin & Rapp Farrell, Justine, 2024. "Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    17. Bilal Afzal & Xiao Wen & Ahad Nazir & Danish Junaid & Leidy Johanna Olarte Silva, 2024. "Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan," Sustainability, MDPI, vol. 16(14), pages 1-23, July.
    18. Conde, Rita & Casais, Beatriz, 2023. "Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship," Journal of Business Research, Elsevier, vol. 158(C).
    19. Reema Bhattacharya, 2025. "Brain mapping in the era of artificial intelligence: current applications and relevance in legal system," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 16(10), pages 3235-3249, October.
    20. Kapil Khandeparkar & Purvendu Sharma & Shivan Sanjay Patel & Rubaina Shrivastava, 2025. "Examining drivers and outcome of influencer-based brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 32(4), pages 328-342, July.
    21. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    22. Hofstetter, Reto & Gollnhofer, Johanna Franziska, 2024. "The creator’s dilemma: Resolving tensions between authenticity and monetization in social media," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 427-435.
    23. Zhao, Xiaowen & Zhu, Zhenzhong & Shan, Minghui & Cao, Rui & Chen, Haipeng (Allan), 2024. "“Informers†or “entertainers†: The effect of social media influencers on consumers' green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    24. Zheng Shen, 2023. "Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms," SAGE Open, , vol. 13(4), pages 21582440231, December.

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