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Micro and macro influencers impact on fast-food consumer behavior
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This study aimed to assess the impact of exposure to macro and micro influencers on consumer behavior in the fast-food industry in Syria, involving a randomly selected sample of 385 consumers through an electronic questionnaire. It specifically sought to measure and compare exposure levels and preferences for different influencer types, examine the relationship between exposure and perceived credibility and attractiveness, evaluate direct and indirect effects on purchase intention, loyalty, and information search, and determine the moderating role of relative preference. The findings revealed that macro-influencers are more effective than micro-influencers in building perceived credibility, which served as the primary mechanism through full mediation for information search and partial mediation for purchase intention, while perceived attractiveness directly influenced brand loyalty, and relative preference showed no significant moderating effect.
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Influencer marketing Macro-influencers Micro-influencers Consumer behavior Fast-food Syria Perceived credibility Perceived attractiveness Purchase intention Brand loyalty