JAR Inside the Research Podcast
This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.
JAR Inside the Research Podcast
How Is Influencer Follower Size Related to Brand Responses?
Does an influencer’s follower count really impact brand success? In this episode, Dr. Eva A. van Reijmersdal (University of Amsterdam) discusses her Journal of Advertising Research article, co-authored with Dr. Tatiana Domingues Aguiar (Tilburg University) and Dr. Guda van Noort (University of Amsterdam).
Dr. van Reijmersdal shares findings on how micro-, macro-, and mega-influencers affect brand awareness, attitudes, and purchase intentions. The study reveals why micro-influencers (under 100K followers) often drive stronger brand responses—they are seen as more credible and relatable than their larger counterparts.
We also explore the psychological mechanisms at play, including wishful identification, credibility, and perceived similarity. What makes smaller influencers more persuasive, and when might brands benefit from partnering with larger influencers instead?
Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-024
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