Micro vs. Macro-Influencers: Their Influence in Short-Term Video Advertising on Today's Youth

Lee, Sinn Yee (2024) Micro vs. Macro-Influencers: Their Influence in Short-Term Video Advertising on Today's Youth. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Influencer marketing has become a key component of digital advertising, leveraging the credibility and reach of social media influencers to promote brands. With the growth of short-form video platforms such as TikTok and Instagram Reels, brands are increasingly turning to both micro and macro-influencers to capture the attention of Generation Z. This research investigates the dynamics and effectiveness of these influencer types in short-form video advertisements, focusing on their ability to resonate with Gen Z's preferences and influence their purchase intentions. The research used a quantitative approach through online surveys, applying the Two-Step Flow Theory and Uses and Gratification Theory to explore consumer preferences towards micro and macro-influencers and the types of content that engage Gen Z. The findings provide valuable insights for marketers, demonstrating that combining both micro and macro-influencer strategies can maximize campaign effectiveness. By producing diverse, high-quality content that caters to Gen Z's cognitive, emotional, and narrative needs, brands can enhance engagement. Authenticity plays a key role, with raw, relatable content being more impactful than overly polished visuals. Additionally, influencers should prioritize honesty and transparency in their endorsements, offering genuine product feedback to build trust and credibility. These insights enable brands to create campaigns that resonate with Gen Z, foster long-term loyalty, and drive deeper engagement in the digital era. This research offers actionable recommendations for marketers seeking to optimize influencer marketing strategies and engage Gen Z in meaningful ways.