This paper explores the impact of influencer marketing on luxury customer behavior. The aim
is to offer insights on the influencer marketing choices that work better for luxury brands. In
particular, the focus is on which scale of influencer works better to promote products from a
luxury brand. The paper starts with a literature review of influencer marketing and luxury
consumer behavior models, to make hypotheses on how the two might work together. This is
followed by direct research, carried out through a questionnaire conducted among young
potential luxury consumers. The aim of the questionnaire is to find insights on which type of
influencer is considered more trustworthy, more credible, and creates more desirability
towards the product promoted; in the context of promoting a luxury watch. The research was
conducting with a two-factorial design, investigating the impact of a micro influencer vs a
macro influencer, on luxury consumer behavior. The influencers are distinguished on their
number of followers and the intrinsic qualities of these influencer types, explored in the
literature review. The research results in interesting insights for managers working in the
luxury sector, who wish to employ influencer marketing to generate a positive impact on their
target customers.
