How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory

Grounded in social network theory, this article explores differences in sponsored content across two types of social media influencers. The researchers conducted a quantitative content analysis to compare influencers’ content across follower counts. Micro-influencers had lower sponsorship rates and more two-sided messaging. Mega-influencers were more likely to use explicit disclosures and self-revelation. Micro-influencers had higher engagement rates overall, but not for sponsored content. The authors linked these findings to influencers’ different social network positions. This article contributes to the conceptualization of micro and mega-influencers as not just a trade-off between popularity and authenticity, but between network centrality and tie strength.