In recent years, the landscape of influencer marketing has shifted significantly towards the use of micro social media influencers, who have a smaller but highly engaged following. This research paper looks into the impact of micro influencers on consumer behaviour and brand engagement in the context of digital marketing. The study uses a comprehensive literature review to examine a theoretical framework that incorporates key concepts such as attitude, purchasing decisions and buying behaviour in order to elucidate the mechanisms by which micro influencers influence consumer decisions and brand interactions. This study aims to explore the extent of this influence by employing a questionnaire-based survey method. A structured questionnaire was developed to collect data from participants. The survey was administered to both consumers and brands, seeking to capture perspectives from diverse stakeholders within the marketing ecosystem. Questions were designed to assess perceptions of micro influencers' authenticity, relatability, and niche expertise, as well as the perceived impact of influencer collaborations on brand visibility, reach, and engagement. The findings highlight the substantial influence wielded by micro influencers over consumer purchasing decisions, buying behaviour, and attitudes.
Shruthi K Bekal (Thu,) studied this question.