Effectiveness of Influencer Marketing on Instagram: Micro and Macro Influencers’ Effect on Brand loyalty and Purchase Intentions

Kalysbek Kyzy Aiganysh (2024) Effectiveness of Influencer Marketing on Instagram: Micro and Macro Influencers’ Effect on Brand loyalty and Purchase Intentions. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In this dissertation work, the influence of various characteristics of the Influencer (social network, blog category, and number of followers) and advertising integration (duration of cooperation, multiple number of Influencers and advertising format) was examined, taking into account the moderating effect (recommendations from acquaintances, experience using the advertised brand's products, Influencer perception) and controlling factors (socio-demographic characteristics of the respondent: gender, age, income). Moreover, I was interested in analyzing the effectiveness of two particular types of Influencers in terms of authenticity and attractiveness in the perception of followers.This list of variables examined in the research was formed based on a literature review and marketing research. To answer the research questions, the study was divided into three parts: an analysis of the real experiences of respondents, who can provide valuable insights into how participants actually respond to advertising and which of its characteristics lead to greater loyalty and more purchases, as well as an examination of simulated situations, since not all respondents have experience, and information on why they saw the advertisement but did not purchase, how they think when making a purchasing decision, and which aspects of the advertisement they rely on is extremely important. The third part of the study was dedicated to micro and macro representatives of Influencers on Instagram and their attributes, such as authenticity and trustworthiness, were discussed. Descriptive methods were used for the analysis and interpretation of the results.Based on the results of the real-world experience, the descriptive analysis indicated that the role of Influencer Marketing was found to be relevant and effective in terms of digital marketing strategies, as the research shows that the majority of respondents had an experience of buying a product or service after an Influencers’ advertisement and for most of them it happened in the last 6 months.Moreover, as a result of the studies, it was possible to build a list of factors influencing the purchasing behaviour of a customer and therefore his/her loyalty to a brand. Additionally, not only the factors, but also the level of significance of each of the factors was discussed. The most significant factor influencing the decision-making process of a customer is the choice of social media platform. It is important to use platforms with the highest reach of the target audience, in this research Instagram was the most popular among the respondents, followed by TikTok.The next significant factor is the alignment of an Influencer and a product or a brand. For followers, it is important to feel that the product or the brand the Influencer promotes fits well with his/her normal everyday content. It make the sponsored content appear in a more natural way to a follower, and therefore, seems less aggressive. Therefore, the choice of a blog category, not only the Influencer, is crucial for companies. The study showed that the most advertised products by Influencers are beauty, skin care, fashion or clothing items and they are being advertised on a blogs related to “Beauty” or “Lifestyle”.The third significant factor is a number of followers an Influencer has. No specific trend was identified regarding the influence of audience size on affective loyalty, however, micro and macro Influencers believed to be the most effective, due to their comparatively high engagement rates. As this factor does not have a very big importance for followers, companies should use a strategy of collaboration with different Influencers: nano-, micro-, macro-, and mega-representatives on social media, depending on other more significant factors to reach a larger number of segments and build trust with them.The next two factors showed the same results and thus, their significance levels are on the same stage. These are the duration of collaboration of an Influencer and a brand and the collaboration of a brand with multiple number of Influencers at the same time. It impacts positively in formation of loyalty and fostering the purchase intentions of a followers if they saw the advertisement about 2-4 times from different Influencers. Moreover, the longer the Inluencer and a brand collaborate together the more the followers trust and are more likely to buy a product the Influencer promotes.The least significant factor influencing the purchasing behaviour of a follower as well as his/her loyalty to a brand is the format of the advertising on social media platforms. The most preferred format of Influencer Marketing on Instagram for followers is a format of Stories (content fo 24 hours), Short videos (Reels) or their combo. However, followers would rather consider other characteristics of Influencer or a product itself. I believe that it does not matter what format was used for an advertisement from Influencers, if the advertisement itself and the realisation of the idea were creative, engaging and appealing enough.In this study the moderation effects and their impact were analysed as well. Recommendation from acquaintances and a previous experience of using a brand’s products are not the most significant factors impacting the decision of followers to buy a product, but their presence can only affect positively the purchase behavior and in a building brand loyalty. However, the moderator factors, which included the perceived by followers attractiveness, expertise and trust, have a very high significance level of impact on the decision-making process of a customer. Therefore, it is important to consider the general image of the Influencer, as well as hi/her reputation.Although the characteristic of the Influencer's number of followers did not show significance in the study, some respondents noted that they trust micro-Influencers because they value their reputation, while others, on the contrary, believe that such Influencers grasp at any collaboration to start monetizing their accounts. The same situation was observed with macro-Influencers: no specific trend was identified regarding the influence of audience size on affective loyalty. Micro-Influencers are considered to be more authentic, trustworthy and followers feel more connected to them. Moreover, the respondents are more likely to buy a product from a micro-Influencer than from a macro-Influencers. However, it is interesting to see that when it comes to a real purchasing experience, the respondents have bought a product from a macro-Influencers, despite the fact that they are considered less authentic, trustworthy and the followers feel less connected to them. Therefore, companies should use a strategy of collaboration with both types of Influencers: micro-representatives on social media are more effective in building the brand trust as they seem to be more authentic, trustworthy and more connected to their audience and macro-representatives to reach a bigger audience and reach and therefore, foster the purchases.Based on the results of the study, limitations and further research directions of the study were described. Managerial recommendations were build forward for the most effective categories of each independent variable that was found to be significant according to the results of the study.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Digital marketing, influencer marketing, instagram advertisement, macro-influencers, micro-influencers
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:26
Utolsó módosítás:	2025. Már. 25. 11:26

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