The Role of Micro-Influencers in the Decision-Making Process of International Students

This study examines how micro-influencers shape the university selection process of international students during the pre-decision stage of recruitment, with specific attention to the Swedish higher education context. Micro-influencers, defined as social media users with 10,000 to 100,000 followers, were found to influence emotional, informational, and trust-based dimensions of decision-making well before students submitted applications. Drawing on Social Network Theory and Media Effects Theory, the study explores how trust, bonding networks, and platform-specific dynamics facilitate recruitment influence. Sixteen semi-structured interviews were conducted with international students from Sri Lanka, India, and Bangladesh who engaged with micro-influencers across YouTube, Instagram, Facebook, and WhatsApp prior to applying. Thematic analysis revealed four core findings. First, micro-influencers helped manage emotional uncertainty through relatable storytelling and expressions of shared indecision. Second, trust was reinforced through bonding networks where peer recommendations, cultural familiarity, and direct interactions enhanced credibility. Third, platform affordances shaped trust differently: YouTube supported in-depth comparisons, while Instagram and Facebook offered affective and peer-based cues. Finally, influencers acted as brokers, translating complex academic, cultural, and logistical information and connecting students to peer-led digital communities, bridging communication gaps often left by universities. By identifying how micro-influencers support international students in the earliest stages of their decision-making, this study offers actionable insights for Swedish universities seeking to enhance pre-application engagement. It emphasises the value of community-based trust, digital mediation, and culturally grounded narratives in shaping recruitment strategies. Keywords: international student recruitment, micro-influencers, university selection, digital trust, pre-decision phase, social network theory.