Role of Micro-Influencers in Affecting Behavioural Intentions
Shiromani Gupta1, Rachna Mahajan2

1Shiromani Gupta, Ph.D Research Scholar, The Business School, University of Jammu, Jammu (J&K), India.
2Dr. Rachna Mahajan, Sr. Assistant Professor, The Business School, University of Jammu, Jammu (J&K), India.
Manuscript received on 19 January 2020 | Revised Manuscript received on 02 February 2020 | Manuscript Published on 05 February 2020 | PP: 189-192 | Volume-8 Issue-4S5 December 2019 | Retrieval Number: D10451284S519/2019©BEIESP | DOI: 10.35940/ijrte.D1045.1284S519
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Abstract: Purpose – Micro-influencers are often positioned between common social media users and celebrities. Using them for endorsements is a current and prospective aspect of social media marketing. This paper studies the credibility of microinfluencers and their impact on behavioral intentions of their followers. Designing – This paper take benefit of the qualitative analysis on responses received from 135 Instagram users who follow at least one micro-influencer and have purchased at least one product promoted by them. Responses from 15 microinfluencers and 08 small business owners (who have roped in regional micro-influencers) have also been studied. Findings – The paper identifies that micro-influencers are gaining much popularity in India, since the users find them relatable and trustworthy. The attractive advertisements (in form of posts & stories) leave an impact on followers and also shape their purchase and viral intentions. Research limitations/implications- The methodology adopted for this paper is of qualitative nature and the responses collected from various sources were verified against the available literature. Same could be done in qualitative terms. Practical implications – The use of micro-influencers for social media marketing is on the rise. Studying their impact especially for small businesses that can’t spend on other cost intensive advertising alternatives becomes relevant. Originality/value -This research contributes to studying micro-influencer role in affecting the behavioral intentions of social media users in India. Not many studies have been conducted in this regard and even less considering Instagram as a platform.
Keywords: Marketing, Social Media Marketing, Influencer Marketing, Instagram, India.
Scope of the Article: Microwave Link Design