The Impact of Mega and Micro–Micro-Influencers on Brand Awareness in Social Media
Abstract
As the influencer marketing landscape and growth, brands will need to carefully assess their marketing strategies and find the balance to find the best way to get impact for their brand awareness. This study explores the impact of mega and micro influencers on brand awareness, a type of critical component in shaping consumer perceptions and driving brand growth in digital marketing. More over social media becomes increasingly influential, brands are leveraging both mega influencers with massive and high visibility. Also, micro influencers known for their niche audience and higher engagement rates. This research utilized quantitative methods, by gathering data from questionnaires that aimed Generations Z as the criteria of this research. Findings indicate that only mega influencers significantly contribute to enhancing brand awareness though their impact varies. While micro influencers has positive effect but not significant. The study suggests that brand seeking to optimize brand awareness consider broad reach of mega influencers
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References
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