Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/325590 
Year of Publication: 
2025
Citation: 
[Journal:] European Journal of Management and Business Economics (EJM&BE) [ISSN:] 2444-8451 [Volume:] 34 [Issue:] 2 [Year:] 2025 [Pages:] 133-148
Publisher: 
Emerald, Leeds
Abstract: 
Purpose - This study analyzes what type of influencer - microcelebrity or microinfluencer - is best suited to promoting healthy food brands and how that influence depends on consumers' healthy lifestyles. Design/methodology/approach An empirical study with a real healthy food brand was developed in which three real influencers from Instagram collaborated and posted a story showing the company's products. A total of 148 individuals participated in the study. The proposed model was tested using the PROCESS macro. Findings Drawing on the celebrity endorsement literature and the meaning transfer model, this study proposes that microcelebrities' and microinfluencers' influence on consumers' perception and behavior in terms of post relevance, brand attitude and purchase intention toward healthy food brands depends on the consumers' healthy lifestyle. Thus, microcelebrities have more influence on individuals with unhealthy lifestyles, while microinfluencers have more influence on individuals that pursue a healthy lifestyle. Originality/value It is one of the first studies to examine the different roles of microinfluencers versus microcelebrities in promoting consumers' attitudes and behaviors toward healthy food brands. In addition, this is one of the few studies to show a higher effect of microcelebrities over microinfluencers.
Subjects: 
Food influencers
Healthy food brands
Healthy lifestyle
Microcelebrities
Microinfluencers
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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