Title: The effectiveness of post vividness and interactivity on influencer marketing: do they differ between macro and micro influencers?

Authors: Novia Yurika; Suryan Hartanto; Winna Darmawan; Evelyn Hendriana

Addresses: Management Department, Binus Business School Master Program, Bina Nusantara University, Jl. K.H. Syahdan No. 9, Palmerah, Jakarta 11480, Indonesia ' Management Department, Binus Business School Master Program, Bina Nusantara University, Jl. K.H. Syahdan No. 9, Palmerah, Jakarta 11480, Indonesia ' Management Department, Binus Business School Master Program, Bina Nusantara University, Jl. K.H. Syahdan No. 9, Palmerah, Jakarta 11480, Indonesia ' Management Department, Binus Business School Master Program, Bina Nusantara University, Jl. K.H. Syahdan No. 9, Palmerah, Jakarta 11480, Indonesia

Abstract: The impact of marketing effectiveness may vary between macro-micro influencers due to their number of followers, content quality, and interactions with their followers. Studies regarding the influence of vividness and interactivity on purchase intention and brand awareness are still limited. Furthermore, comparison studies between macro-micro influencers are still absent. Therefore, this study aims to find the type of influencers that will produce a better influence on purchase intention and brand awareness through post vividness and interactivity. Data was collected from 104 responses for micro influencers and 128 responses for macro influencers. The data was analysed using PLS-SEM. The results showed that interactivity had a positive effect on brand awareness and purchase intention, while post vividness had positive effect on brand awareness only, whereas brand awareness had a positive effect on purchase intention. However, there are no significant differences in the impacts between macro and micro influencers. Even so, macro influencers seem to have a stronger impact compared to micro influencers.

Keywords: brand awareness; interactivity; post vividness; purchase intention; type of influencers.

DOI: 10.1504/IJTMKT.2022.123890

International Journal of Technology Marketing, 2022 Vol.16 No.3, pp.220 - 245

Received: 03 Aug 2021
Accepted: 29 Sep 2021
Published online: 04 Jul 2022 *

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