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All Journal Jurnal Bisnis dan Ekonomi Equilibrium Proceeding SENDI_U Jurnal Ilmiah Universitas Batanghari Jambi SEIKO : Journal of Management & Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Economics and Digital Business Review Jurnal Manajemen Bisnis dan Keuangan Jurnal Ilmiah Wahana Pendidikan PROFICIO: Jurnal Pengabdian Masyarakat IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER Journal of Ekonomics, Finance, and Management Studies
Aquinia, Ajeng
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Journal : IIJSE

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The Impact of Mega and Micro–Micro-Influencers on Brand Awareness in Social Media Aquinia, Ajeng; Rizal, Alimuddin; Liana, Lie
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6973

Abstract

As the influencer marketing landscape and growth, brands will need to carefully assess their marketing strategies and find the balance to find the best way to get impact for their brand awareness. This study explores the impact of mega and micro influencers on brand awareness, a type of critical component in shaping consumer perceptions and driving brand growth in digital marketing. More over social media becomes increasingly influential, brands are leveraging both mega influencers with massive and high visibility. Also, micro influencers known for their niche audience and higher engagement rates. This research utilized quantitative methods, by gathering data from questionnaires that aimed Generations Z as the criteria of this research. Findings indicate that only mega influencers significantly contribute to enhancing brand awareness though their impact varies. While micro influencers has positive effect but not significant. The study suggests that brand seeking to optimize brand awareness consider broad reach of mega influencers
Co-Authors Ali Maskur Alimuddin Rizal Bogy Febriatmoko Dian Kristiawan Nugroho Eca Ayu Pratama Euis Soliha Fitika Andraini Fransiska Fransiska Gebrina Ika Wahyuningtyas Hardiyanti, Widhian Harefa, Mikhael Adika Daneslan Hayuningtias, Kristina Anindita Kasmari . Kristina Anindita Hayuningtias Lie Liana . M Yusuf Asrofi Maria Goreti Kentris Indarti Muhammad Farid Ardiansyah Novita Mariana Puspita Sari, Ery Adelia Putri, Rishmawati Rahma Rachmawati Meita Oktaviani Samuel Rivaldi Lokananta Sari, Annissa Ganda Shifa Nur Aini Susetya, Ericka Trima Wahyu Muji Lestari