Comparative Analysis between Micro and Macro Fashion Influencers of Instagram in India

International Journal of Communication and Media Science

© 2023 by SSRG - IJCMS Journal

Volume 10 Issue 2

Year of Publication : 2023

Authors : Krisha Kapoor

10.14445/2349641X/IJCMS-V10I2P101

How to Cite?

Krisha Kapoor, "Comparative Analysis between Micro and Macro Fashion Influencers of Instagram in India," SSRG International Journal of Communication and Media Science, vol. 10,  no. 2, pp. 1-8, 2023. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V10I2P101

Abstract:

The social media influencer marketing industry has grown exponentially in recent years, increasing from a global market value of $1.7 billion in 2016 to $13.8 billion in 2021. With the rise of fashion and lifestyle influencers on Instagram, the marketing team of popular brands is seen collaborating with macro and micro-influencers alike to market their products. The paper aims to understand the extent to which the follower count of Instagram influencers impacts the purchase decision of their viewers. To study the above, a detailed questionnaire was prepared that recorded the response of twenty-five participants concerning twelve product endorsement videos created by three macro and three micro fashion and lifestyle Instagram influencers. Based on the collected data, it was concluded that a higher follower count did not guarantee an increased sale of the marketed product as the research participants showed greater interest in purchasing the products endorsed by the microinfluencers under consideration, thereby indicating the greater potential of the latter's marketing strategy translating into higher sales. The findings of this study can help brands in choosing suitable influencers to market their products for maximum brand recognition.

Keywords:

Fashion, Micro-influencer, Macro-Influencer, Instagram-influencer, Marketing, Brand, Maximum brand recognition.

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