Effect of Social Media Influencer Types on Consumer Purchase Intention: An ANOVA-Based Study

Abstract

The concept of influencer marketing has become a key component of online promotion, yet the efficacy of different types of influencers remains uneven and is
frequently misunderstood. This paper explores the effect of different categories of social media influencers, including mega, macro, micro, and nano, on consumer
purchase intention. Based on theories of source credibility, social proof, and para social interaction, the analysis will determine which influencer category elicits
the greatest behavioral response among consumers. A quantitative method was employed through a structured questionnaire administered to 412 active social
media users. The measure of responses was on a five-point Likert scale, and reliability was established by using Cronbach’s alpha. One-way Analysis of Variance
(ANOVA) was used to examine the differences between the types of influencers, and then a post hoc test (Tukey) was done to compare them. The findings indicate
statistically significant differences among types of influencers (p < 0.05). Micro and nano influencers are more influential on purchase intention than macro and
mega influencers, primarily because of their greater perceived authenticity, trust, and engagement. Such findings indicate that small influencers can have a greater
impact on consumer choices even though they have a smaller reach. The current study will be valuable to the existing body of research by offering an empirical
comparison of influencer types within a single analytical framework. It is also a valuable source of information for marketers, highlighting the importance of
strategically selecting influencers to improve campaign effectiveness and ROI.