Impact of micro and macro influencer credibility on consumer involvement

Recently, interest and importance in marketing through influencers has been increasing. Consumers personal interest increases when influencers are perceived as credible by their followers. A consumer, who establishes a trust-based bond with the influencer, can involve to the recommendations of the influencer. The aim of this study is to investigate the effect of micro and macro influencer credibility on consumer involvement. Data were collected through an online questionnaire from a sample of 354 participants. Descriptive statistical analysis, multiple response analysis, confirmatory factor analysis (CFA), simple regression analysis t test analysis and one-way Anova analysis were performed. The result shows that both micro and macro influencer credibility positively affect consumer involvement. In addition, it is revealed that for both influencers, affective involvement is relatively higher than the effect of influencer credibility on cognitive and behavioral involvement. Furthermore, the effect of micro influencer credibility on affective involvement is relatively higher than effect of macro influencer credibility on affective involvement.