The Rise of Micro-Social Media Influencers: Exploring Their Impact on University Students' Purchasing Intentions

Social media influencers (SMIs) have emerged as important entities in the digital marketing landscape, profoundly shaping consumer behavior, particularly among younger demographics such as university students. This study investigates the impact of SMIs on the purchasing intentions of university students, exploring the influence of key attributes such as perceived attractiveness, trustworthiness, and the strength of parasocial interactions. Through a comprehensive online survey conducted with 358 university students, the paper identifies significant relationships between these SMI attributes and the students' purchasing decisions. The findings reveal that SMIs' perceived attractiveness and trustworthiness directly enhance their persuasive power, while parasocial interactions serve as a crucial mediator, further solidifying the emotional bonds between SMIs and their followers. Moreover, the paper underscores the long-term effects of influencer marketing, showing that strong purchasing intentions fostered by SMIs can lead to sustained consumer loyalty. These insights emphasize the strategic value of leveraging SMI marketingfor brands aiming to engage with young, digitally savvy consumers, highlighting the importance of selecting the right SMIs who can build authentic and meaningful connections with their audience.