Abstract:
In the digital era, influencer marketing has become a dominant strategy in shaping
consumer behavior. Among various types of influencers, micro-influencers with
smaller, yet highly engaged followings are gaining attention for their perceived
authenticity and trustworthiness. This study investigates the impact of micro influencer marketing on the purchasing decisions of millennials in the fashion
industry, specifically in the Southern Province of Sri Lanka. The research focuses
on four independent variables: credibility, physical attractiveness, brand match-up,
and content quality. Data were collected using a close-ended structured
questionnaire distributed among a sample of 384 respondents, and analyzed using
SPSS. Reliability analysis showed high internal consistency across all constructs
(Cronbach’s alpha > 0.9). Correlation analysis revealed strong positive relationships
between the independent variables and the dependent variable (purchase decision),
with coefficients of 0.874 for credibility, 0.851 for physical attractiveness, 0.801 for
brand match-up, and 0.807 for content quality. The model's R² value of 78.9%
indicates that a significant proportion of variation in purchase decision can be
explained by the selected variables. Findings suggest that millennials view
Instagram-based micro-influencers as credible and relatable sources of product
information and inspiration. While direct purchases may not always follow,
influencer content plays a critical role in shaping awareness and consideration. The
study concludes that micro-influencer marketing is an effective strategy for brands
targeting millennial consumers in the fashion sector.
