The impact of micro-influencer attributes on consumer choices in social media

Chan, Qiao En (2025) The impact of micro-influencer attributes on consumer choices in social media. Final Year Project, UTAR.

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Abstract

This study focuses on how Malaysian respondents who use social media frequently reach decisions based on the attributes of micro-influencers. The study assesses how consumer decisions are influenced by credibility, entertainment value, expertise and trustworthiness by using Source Credibility Theory, the Source Attractiveness Model, and Uses and Gratifications Theory. A structured survey was used to gather responses from 189 participants in total. The results demonstrate that while expertise is not supported, credibility, trustworthiness, and participation have a major impact on customer choices. The findings provide marketers a helpful information when choosing micro-influencers for social media campaigns in Malaysia. Key Words: Micro-influencers, Credibility, Entertainment Value, Expertise, Trustworthiness, Consumer Choices, Social Media, Malaysia

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