International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 8 Issue 2
March-April 2026

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A Study of the Influence of Micro-influencers on Consumer Purchase Intent

Author(s) Shreyash Santosh Shinde
Country India
Abstract This research examines the influence of micro-influencers on consumer purchase intent, focusing on key variables such as authenticity, trust, and perceived ROI. With the rapid growth of social media platforms like Instagram and YouTube, micro-influencers have emerged as powerful digital opinion leaders. Their content is widely considered more relatable and honest compared to celebrity endorsements.
Primary data was collected using a structured Google Form from 46 respondents aged between 18 and 35 years. Statistical tools included descriptive analysis and correlation testing. Results show that perceived authenticity significantly enhances consumer trust, and trust strongly influences purchase intention. Moreover, consumers perceive micro-influencers as more cost-effective and relatable compared to celebrities.
The study concludes that micro-influencers create strong persuasive impact through authenticity-driven and trust-based communication styles. The findings offer practical insights for marketers regarding influencer selection, campaign planning and audience targeting.
Keywords: Micro-influencers, authenticity, trust, purchase intent, consumer behaviour, ROI.
Keywords Micro-influencers, Influencer Marketing, Consumer Purchase Intention, Perceived Authenticity, Consumer Trust, Social Media Marketing, Digital Opinion Leadership, Return on Investment (ROI), Consumer Behavior, Marketing Effectiveness
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-24
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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