Micro versus Macro Influencers: Can a Filip Tysander beat a Kylie Jenner?

While HEC Paris Professor Andreas Lanz and his co-authors are not the first researchers to say that David micro influencers may be more powerful than the Goliath macro influencers, they are the first to back the assertion with relevant evidence while digging deep into the decision-making process when targeting users to build a follower base, they write in an article for Forbes.