Comparing the effectiveness of social media endorsers for mass and luxury markets Online publication date: Mon, 20-Mar-2023
by Imene Ben Yahia; Lolwah Al-Mudahka
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 18, No. 2/3, 2023
Abstract: This research mobilises the social learning theory to investigate the impacts of the endorser type (celebrity, micro-influencer, and macro-influencer) in social media on purchase intent of a mass-market and a luxury perfume. Two studies were conducted. A total of 415 responses were collected from social media users, and data were analysed using partial least square structural equation modelling. Findings demonstrate that not only celebrities, but also macro-influencers are good endorsers of luxury perfumes. Indeed, their impact is as effective as that of celebrities in terms of meanings transfer and congruency. Micro-influencers, however, are more effective than celebrities when it comes to mass-market brands. In addition, for this category, the influence of macro-influencers is as strong as that of micro-influencers. Therefore, macro-influencers seem good endorsers for both luxury and mass-market perfumes. This study has important implications for both Marketing academicians and practitioners.
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