THE ROLE OF INSTAGRAM MICRO-INFLUENCERS IN BUILDING BRAND TRUST AMONG GEN Z CONSUMERS IN THE FASHION INDUSTRY

DOI: https://doie.org/10.10399/APER.2025166632

Authors:

Dr. Nishkrati Varshney, Dr. Uzma Rukhsar, Dr. Syed Mohd Jamal Mahmood

Keywords:

Micro-influencers, Instagram marketing, fashion influencers, consumer trust, and authenticity.

Abstract:

Purpose: 

Larger brands essentially need social media marketing, as influencers play an important role in acquiring audience engagement. There are two classifications of social media influencers: macro- and micro-influencers. The first group encompasses people with a wide range of followings who have less audience involvement. The second group consists of influencers who maintain a more focused audience with fewer followers. This study examines how micro-influencers create brand trust perceptions among members of Generation Z.

Design/Methodology/Approach: 

This research used an exploratory design, along with quantitative study methods. The study employed 151 Gen Z consumers from the Delhi NCR. The surveys were evaluated using the SPSS software. The study maintained all necessary ethical standards through continuous attention to participant privacy rights and voluntary consent practices, and maintained voluntary participation norms. 

Findings: 

This study examines the effects of micro-influencers among 10 K-100K followers on customer trust along with their buying decisions. Consumers relied on two main factors, genuine brand collaboration capabilities and authentic responses, to establish trust relationships. Based on the research findings, consumers value credibility above all else, and content style has no influence on their decision-making process. The reliance on consumer trust in micro-influencers stems primarily from their genuine authenticity and frank transparency rather than from their Instagram platform presence. 

Limitations: 

This research concentrates on Instagram users who promote fashion while restricting its applicability across alternative social media platforms within different business sectors. The study's findings could be affected by sampling bias from self-reported data measures and the researcher's choice of a small sample group. In addition, the analysis did not address the impact of demographics. 

Implications: 

To establish enduring consumer trust, brands should select reliable micro-influencers who demonstrate both genuine portrayal and obvious sponsorship declarations instead of primarily concentrating on interaction methods. This method allows brands to increase their loyal customer base and make influencer marketing approaches more effective. 

Originality:

By investigating how authenticity links with transparency to establish loyalty in fashion micro-influencers, this study develops a fresh comprehension of influencer marketing success. 

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