Influencer Marketing 2.0: Assessing the Effectiveness of Micro-Influencers on Consumer Behavior

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A. SREE LAKSHMI, M.NIRMALA RANI, PULIPATI. RAMALINGA PRASAD

Abstract

The rise of micro-influencers has reshaped the landscape of digital marketing, offering a personalized and authentic connection with niche audiences. This paper investigates the effectiveness of micro-influencers in driving consumer behavior, particularly focusing on trust-building, purchase intent, and brand loyalty. Through a mixed-methods approach, including surveys and case studies across multiple industries, the study evaluates the role of micro-influencers in enhancing brand engagement compared to traditional macro-influencers. Findings reveal that micro-influencers significantly impact consumer decision-making, leveraging their relatability and perceived authenticity to foster deeper emotional connections. These insights provide valuable guidance for marketers in optimizing influencer marketing strategies for better ROI and customer retention.

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How to Cite
A. SREE LAKSHMI, M.NIRMALA RANI, PULIPATI. RAMALINGA PRASAD. (2025). Influencer Marketing 2.0: Assessing the Effectiveness of Micro-Influencers on Consumer Behavior. European Economic Letters (EEL), 15(1), 690–700. https://doi.org/10.52783/eel.v15i1.2445
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