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From Micro-Influencers To Celebrities: Understanding The Role Of Tiered Influencers In Shaping Brand Strategies
Authors
VAIBHAVI H THAKKAR,PROF. ANAND LIMAYE
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Keywords
Influencer Marketing; Types of Influencers; Celebrity Endorsement; Brand Strategy; Tiered Influencers
Abstract
This study looks into the strategic roles of tiered influencers, ranging from micro-influencers to celebrities, in shaping modern brand strategies across multiple industries. With influencer marketing becoming a core component of digital communication, brands face a critical challenge in selecting and deploying influencers of varying sizes to meet a wide range of goals, from broad reach to deep consumer engagement. This study investigates how brands use micro- and mid-tier influencers for authenticity, niche targeting, and cost-effective engagement, whereas celebrities are strategically used for mass visibility, aspirational value, and association with premium brand messages.
The study employs a mixed-methods approach, integrating primary research through in-person observation and analysis of live influencer campaigns with a thorough secondary literature review. Talent selection, budget negotiation, legal coordination, and post-campaign metric evaluation were all included in the primary research's focus on the full campaign execution process. Both qualitative information on audience sentiment and content authenticity as well as quantitative data like average reel views, engagement rates, and reach were used in the analysis.
The results show that a successful influencer strategy is a complex, tiered mix that is suited to particular campaign objectives and brand positioning rather than a "one-size-fits-all" approach. Micro-influencers are perfect for establishing genuine, community-level trust because they continuously showed higher engagement rates and were more economical per engagement. Celebrities, on the other hand, were best at creating aspirational value and instant, widespread visibility for campaigns that emphasized brand stature. The study comes to the conclusion that brands are most successful when they strategically combine these tiers and use data-driven insights to strike a balance between immediate reach and long-term customer trust and emotional connection.
By showing that successful campaigns necessitate a shift away from traditional top-line metrics and toward a more comprehensive assessment of content quality, audience relevance, and the strategic synergy between various influencer tiers, this study offers marketers and brands a useful road map. In a competitive digital landscape, brands can create more impactful, scalable, and authentic influencer marketing models that generate both short-term visibility and long-term brand equity by combining operational agility, proactive talent curation, and data-driven planning.
IJCRT's Publication Details
Unique Identification Number - IJCRT2511719
Paper ID - 297177
Author type - Indian Author
Page Number(s) - g86-g92
Pubished in - Volume 13 | Issue 11 | November 2025
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No Of Downloads - 24
Author Country - India, 400064, Mumbai, Mumbai, 400064, Management All
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VAIBHAVI H THAKKAR,PROF. ANAND LIMAYE, "From Micro-Influencers To Celebrities: Understanding The Role Of Tiered Influencers In Shaping Brand Strategies", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.13, Issue 11, pp.g86-g92, November 2025, Available at :http://www.ijcrt.org/papers/IJCRT2511719.pdf
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