THE STUDY ON CONVERTING CONSUMERS INTO BRAND EVANGELIST IN INSTAGRAM THROUGH MICRO INFLUENCERS

Abstract

Instagram influencers are categorized into tiers, with micro influencers having the second-smallest following. These individuals have a social media profile, frequent posts, and a following of 10k to 100k individuals. They build a strong community by focusing on specific areas and connecting with their audience, resulting in higher Engagement rates and attracting advertisers to market themselves and corporate products. This study looks into the process of developing consumer-brand relationships with Instagram users using micro-influencers. This study looks into the process of developing consumer-brand relationships with Instagram users using micro-influencers. The researcher used Anova and Regression to check the hypothesis and to analyse the data. The findings of the study indicate that brand engagement and trust are greatly influenced by the sincerity, loyalty, niche, and experience sharing of micro-influencers; hence, they act as a mediator in the process of brand evangelism. This research paper provides insights to online advertisers, social media marketers, brand owners, website builders.