BEYOND REACH: MICRO-INFLUENCERS VS. CELEBRITIES -A COMPARATIVE ANALYSIS OF ENGAGEMENT AND BRAND SENTIMENT IN INFLUENCER MARKETING

Abstract

Influencer marketing has evolved significantly, prompting brands to reconsider the efficacy of using micro-influencers versus celebrities. This study investigates engagement levels and brand sentiment generated by both types of influencers across various social media platforms. Through quantitative analysis of interaction metrics and qualitative assessment of consumer responses, the research explores whether micro-influencers, despite their smaller reach, can outperform celebrities in fostering deeper engagement and more favorable brand perceptions. Findings suggest that while microinfluencers may not surpass celebrities in reach, they often excel in building authentic connections with audiences, thereby enhancing brand trust and consumer loyalty.

Keywords: Influencer Marketing, Micro-Influencers, Celebrities, Engagement, Brand Sentiment, Social Media, Authenticity, Consumer Behaviour