Trust, Clicks, and Conversions: A Comparative Analysis on Micro and Macro Influencers on Consumer Trust, Engagement, and Purchase Decisions

Abstract

The study offers a comprehensive comparative analysis of micro and macro influencers, focusing on their influence on consumer trust, engagement behavior, and purchase decisions. As social media continues to reshape the marketing landscape, influencers have emerged as central figures in brand communication strategies. However, the varying impact of different influencer types remains an area requiring further investigation. A quantitative research design was employed for this research. Data was collected through a structured survey questionnaire distributed using a non-probability snowball sampling technique. The survey yielded a total of 211 valid responses, providing a robust dataset for analysis. To interpret the data effectively, statistical tools such as percentage analysis and Chi-square tests were employed using SPSS software. The findings of the study reveal distinct differences in how audiences perceive and interact with micro versus macro influencers, offering insights into which category is more effective in driving consumer behaviour. The study contributes to the growing body of knowledge in influencer marketing by highlighting key audience response variables that inform brand collaboration strategies.