The impact of micro influencers on consumer purchasing descisions; a case study of university students

Simple item page
dc.contributor.authorChristine Kisakye Namutebi
dc.date.accessioned2026-06-23T07:34:24Z
dc.date.available2026-06-23T07:34:24Z
dc.date.issued2026-02-20
dc.descriptionUndergraduate
dc.description.abstractThis 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.
dc.identifier.urihttps://hdl.handle.net/20.500.12311/3399
dc.language.isoen
dc.publisherUganda Christian University
dc.titleThe impact of micro influencers on consumer purchasing descisions; a case study of university students
dc.typeDissertation

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Namutebi KC_BAJC_2026.pdf
Size:
6.35 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Bachelor of Arts in Journalism and Communication