Research Thesis:

This thesis examines the role of micro-influencers in shaping consumer behavior and driving e-commerce growth. Influencer marketing, especially through micro-influencers, has become an increasingly effective strategy for brands seeking to build trust and engage niche audiences. The study explores how influencers in the Fashion and Sports industry create authenticity, leverage targeted reach, and harness social proof, ultimately informing consumer purchasing decisions. Econometric analysis was conducted using statistical computing software Stata.