Comparative Analysis of Mega vs Micro-Influencers on TikTok: The Moderating Role of Product Involvement in Driving Brand Awareness and Purchase Intention
DOI:
https://doi.org/10.47747/fmiic.v1i3.3562Abstract
The rapid evolution of TikTok as a social commerce powerhouse has intensified the dilemma for brands choosing between high-reach Mega-influencers and high-engagement Micro-influencers. While prior literature heavily focuses on the direct effects of influencer credibility, the boundary conditions imposed by product characteristics remain underrepresented. This study investigates the comparative effectiveness of Mega versus Micro-influencers on TikTok in driving brand awareness and purchase intention, specifically examining the moderating role of product involvement (high vs. low). Utilizing a quantitative research design, data were gathered via an online survey from [insert number, e.g., 200] TikTok users in Indonesia who actively engage with influencer marketing contents. The conceptual model was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) and Multi-Group Analysis (MGA). The empirical results indicate that while Mega-influencers excel significantly in generating rapid brand awareness, Micro-influencers exert a stronger influence on purchase intention due to higher perceived authenticity. Crucially, the multi-group analysis reveals that product involvement acts as a pivotal moderator: Micro-influencers are substantially more effective for high-involvement products where consumer trust and detailed evaluation are paramount, whereas Mega-influencers yield better purchase intent for low-involvement, impulse-driven products. These insights offer fresh theoretical contributions to Source Credibility Theory and provide actionable strategic frameworks for digital marketers optimizing influencer budget allocations on short-form video platforms.
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