The impact of micro influencers on consumer purchasing descisions; a case study of university students
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Date
2026-02-20
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Uganda Christian University
Abstract
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.
Description
Undergraduate