Browsing by Author "Christine Kisakye Namutebi"

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    The impact of micro influencers on consumer purchasing descisions; a case study of university students
    (Uganda Christian University, 2026-02-20) Christine Kisakye Namutebi
    This is research made on finding out the impact of micro influencers on consumer purchasing decisions especially among university students. Using different approaches, the study investigates how credibility, authenticity, social proof, and content strategies influence purchase intention. Data was collected from 93 students and four micro influencers. I found out that credibility and authenticity strongly influence purchase intention, while content strategies such as tutorials and product reviews enhance persuasion.