Micro-influencers vs. celebrity influencers in social media campaigns

Anna Walmsley

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Title: Micro-influencers vs. celebrity influencers in social media campaignsAuthor: Anna Walmsley, Department of Business (Marketing), Kean UniversityAbstract:Marketing has transformed through social media increasing reliance on influences for platform brand communication to elevate their effectiveness of micro-influencers and celebrity influencers in digital campaigns. This study goes into how certain influencer types influence campaign performance, audience engagement, authenticity, brand trust, and purchase intention. Micro-influencers are smaller but have more engaged audiences, as celebrities possess extensive reach and mainstream visibility. This research compares the strengths and limitations of both influencer categories.​Findings indicate that micro-influencers consistently achieve higher engagement rates and stronger audience interactions due to their perceived relatability and authenticity. Micro-influencers are more authentic to their audience and showcase all aspects of the brand. Followers are more likely to view micro-influencers as credible sources of information, which positively influences trust and purchase intention. In contrast, celebrity influencers demonstrate superior performance in generating brand awareness and rapid message dissemination, giving them large visibility and established public recognition. However, celebrity influencers show lower engagement efficiency and are more frequently perceived as commercially motivated, which may reduce their persuasive impact.​Studies have also shown differences in cost-effectiveness and return on investment. Micro-influencers tend to be more efficient in using tracking links and coupon codes, whereas celebrity influencer campaigns require substantially higher financial investments and carry increased reputational risk. The research emphasizes that influencers should have a specific target audience and a clear brand positioning.​The study contributes to the growth of influencers on social media marketing by comparing decisions made based on influencers' actions. The findings suggest that micro-influencers are more suitable for trust-building and conversion-oriented campaigns, while celebrity influencers are best leveraged for large-scale brand awareness initiatives.​Keywords: Micro-influencer, Efficiency, Celebrity influencers, Audience engagement, Social media marketing