Does an influencer’s follower count really impact brand success? In this episode, Dr. Eva A. van Reijmersdal (University of Amsterdam) discusses her Journal of Advertising Research article, co-authored with Dr. Tatiana Domingues Aguiar (Tilburg University) and Dr. Guda van Noort (University of Amsterdam).
Dr. van Reijmersdal shares findings on how micro-, macro-, and mega-influencers affect brand awareness, attitudes, and purchase intentions. The study reveals why micro-influencers (under 100K followers) often drive stronger brand responses—they are seen as more credible and relatable than their larger counterparts.
We also explore the psychological mechanisms at play, including wishful identification, credibility, and perceived similarity. What makes smaller influencers more persuasive, and when might brands benefit from partnering with larger influencers instead?
Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-024

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