Influence of Micro-Influencers on Consumer Trust and Engagement in Online Fashion Retail
DOI:
https://doi.org/10.17697/ibmrd/2025/v14i2/174481Keywords:
Micro-influencers, consumer trust, engagement, online fashion retail, digital marketing, and apparel buying behaviourAbstract
This study examines the influence of micro-influencers on consumer trust and engagement within the context of online fashion retail. As digital marketing evolves, micro-influencers—individuals with a modest but highly engaged follower base are increasingly recognized for their authenticity and reliability. Using a quantitative research design, data were collected through a structured survey of 197 respondents to explore how consumers perceive micro-influencers and the extent to which they impact purchasing behaviour. The findings suggest that micro-influencers make a significant contribution to building trust and enhancing consumer engagement, particularly in introducing new fashion trends and encouraging online apparel purchases. Respondents indicated a strong reliance on micro-influencer recommendations due to perceived credibility and genuine content. These results underscore the strategic importance of micro-influencers for fashion brands seeking to cultivate genuine consumer relationships in the digital landscape. The study also opens pathways for further research on the role of micro-influencers across different demographics and cultural settings.
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