Micro-Influencers and Mega-Influencer Marketing in Light of Consumer Persuasion and Authenticity Signals in Hotel Operations

Abstract

This paper discusses the distinction between micro and mega-influencers in consumer persuasion and authenticity cues. It examines the existence of the effect of follower scale on consumer trust, purchase intention, and brand engagement. Data, with a quantitative research design that used 390 respondents, were analyzed using factor Analysis and mediation analysis. Consequences of chapter designate that micro-influencers can create more visions of authenticity and consumer trust, which translates to increased persuasion and purchase intention than mega-influencers whose endorsements are perceived to be more commercial. The research points to the concept of authenticity as an important mediator in consumer decision-making, and it makes contributions to the signaling, authenticity, and parasocial interaction theories. It is proposing that brands should use a hybrid approach that incorporates the trust of micro-influencers with the reach of mega-influencers to achieve the maximum marketing in hotel operations results.