# David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

> Research article (Journal of Advertising, 2021) · cited 240× · AI/ML

**Wikidata**: [openalex:W3200406084](https://www.wikidata.org/wiki/openalex:W3200406084)  
**Source**: https://4ort.xyz/entity/david-and-goliath-when-and-why-micro-influencers-are-more-persuasive-than-mega-influencers