Micro influencers: The marketing force of the future

Abstract

Social influencer marketing is accessible to brand more than ever. Considered as one of the most important and effective forms of promoting a brand or a business, it’s used as a way to increase brand awareness, gain more traffic and engagement, and boost overall sales. Microinfluencers with a loyal following, although smaller, are increasingly becoming important for brands with perceived trust in niche audiences, cost-effective marketing tactics, and giving competitive edge. In the past couple of year, brands have been increasingly approaching the micro-influencers for their impact on the audiences. As part of the study, we plan to test the following. objectives: H1: Micro influencers (vs Traditional celebrity) leads to higher favorable attitude towards the brand. H2: Micro influencer (vs Traditional celebrity) leads to higher pleasure/higher credibility which in turn result in higher favorable attitude towards the brand