Micro, Macro, and Celebrity Influencers: Comparing Trust, Credibility, and Purchase Intent Among Urban Pakistani Consumers

Abstract

Consumers don't view all the social media influencers equally. This study investigates and measures the level of trust, credibility, authenticity and purchase intent for micro-influencers as compared to celebrities and macro-influencers for the consumers in an urban setting of Pakistan. Micro-influencers were perceived as more credible and likable than celebrities, to a greater extent. Drawing on a cross-sectional survey of 600 digitally active consumers aged 18–39 across six Pakistani cities, the study analyses frequency distributions for statements concerning influencer type, cultural relatability, commercial scepticism, and marketer strategy. Findings show a clear consumer preference for micro-influencers: 96.7% agreed or strongly agreed that they find it better to choose products supported by micro-influencers rather than those backed by celebrities, and 94.2% preferred products advertised by micro-influencers because they found them more trustworthy. At the same time, respondents demonstrated cautious behaviour toward highly commercialised influencer content, signalling awareness of marketing intentions and the necessity of authenticity. Cultural fit and relatability strongly amplified appeal, with 96.5% finding a product more appealing when recommended by an influencer from their own cultural background, and a comparable share reported that greater exposure to influencer content increases their likelihood of purchase. The results confirm that the type of influencer moderates consumer responses and endorse a strategy of long-term, authenticity-driven micro-influencer partnerships in collectivist, culturally diverse markets. The study offers marketers evidence-based guidance for influencer selection, transparency, and culturally grounded campaign design.