The Power of Micro-Influencers: Do Small Creators Build More Trust Than Celebrities?

Author(s)	Ms. Amruta Pratapsinh Chaudhari, Chaitany Dattatray Jagtap, Shivam Kumar Yadav, Anjali Rangnath Pandey
Country	India
Abstract	This research investigates the psychological and economic shift from "Mass Reach" to "Niche Trust" within digital marketing ecosystems. As of 2026, the marketing landscape is defined by "celebrity fatigue," a phenomenon where traditional high-profile endorsements yield diminishing returns due to a perceived lack of authenticity. By utilizing a mixed-methods approach—comprising a quantitative survey of 50 digital-native consumers (Ages 18–25) and a qualitative analysis of engagement metrics—this study explores why micro-influencers (10,000 to 100,000 followers) outperform celebrity accounts (1M+ followers). The results indicate that micro-influencers sustain a 20-30% higher trust rating, driven by stronger para social bonds and perceived niche authority.
Keywords	Micro-influencers, Celebrity Fatigue, Para social Interaction, Consumer Trust, Authenticity, Influencer Marketing, Community Commerce, Engagement Rate.
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-13
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66302

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