Title: Comparing the effectiveness of social media endorsers for mass and luxury markets

Authors: Imene Ben Yahia; Lolwah Al-Mudahka

Addresses: ESCT, Arbre Lab., University of Manouba, Tunisia ' HEC Paris in Qatar, Qatar Tornado Tower, Qatar

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.

Keywords: influencer marketing; social media; endorsement; celebrity; social commerce.

DOI: 10.1504/IJIMA.2023.129664

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.2/3, pp.202 - 219

Received: 26 Mar 2021
Accepted: 06 Jul 2021
Published online: 20 Mar 2023 *

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