Abstract

Purpose – This study investigates micro-influencer’s credibility and also how they affect their followers’ buying decisions. They hold an important position between common social media users and celebrities.

Designing – The study employs partially structured thematic interviews to gather data and understand views related to micro-influencer marketing efforts and social media. The interviews were conducted with 12 Gen-Z participants (who purchased the product that small-influencers propose). Thematic analysis of the gathered data produced insightful information about their opinions on impact of micro influencer.

Findings – This study identifies that micro-influencers are now more popular in India as compare to macro influences because individuals find them trustworthy and relatable. Their stories and posts influence follower’s intentions to purchase and pass on the word. Since Gen-Z values their authenticity and credibility, they trust that
suggestions received from authentic micro-influencers through Instagram.

limitations – The methodology adopted in this paper is qualitative in nature and few social media users responded to this paper’s qualiative approach. The Same study could be done in quantitative terms also .

Originality/value – This Study concluded four key traits of social media microinfluencers influencer meaning, authenticity, secret sharing and and specific content, trend significantly influenced brand engagement.