The Mega-Influencer’s Impact on Consumer Based Brand Equity: Case of FMCG Products

Abstract

This study examines the impact of mega-influencers on Consumer-Based Brand Equity (CBBE) in Morocco’s Fast moving Consumer Goods (FMCG), integrating social influence theory, cognitive learning theory, and signaling theory. Through a survey of 400 respondents and Partial Least Squares analysis, the research reveals that mega-influencers’ expertise directly enhances brand equity, while attractiveness and trustworthiness exert indirect effects via brand credibility (expertise and trustworthiness). The findings validate the mediating role of brand credibility, emphasizing that influencer credibility must align with ethical and knowledge-based traits to drive consumer perceptions. Notably, local mega-influencers proved effective, offering cost-efficient alternatives to global celebrities. Theoretical implications include refining the source credibility model by prioritizing expertise over superficial traits and demonstrating how influencers act as credible brand signals in digital ecosystems. Practical implications advise marketers to prioritize influencers with proven expertise, adopt long-term collaborations to sustain credibility, and leverage local influencers for targeted impact.