The Influence of Micro-Influencers on Young Consumer Behavior

This paper presents a concise IEEE-style version of a longer quantitative study on the influence of micro-influencers on young consumer behaviour. The study investigates whether micro-influencer source credibility, parasocial interaction, and consumer brand engagement shape purchase intention in a digital marketplace. The underlying evidence is based on 185 survey responses collected through a structured questionnaire from young consumers who actively use social-media platforms. The original analysis employed descriptive statistics, percentage analysis, chi-square testing, correlation analysis, and regression analysis. Across the reported items, respondents show low to moderate agreement with statements related to knowledgeability, trust, personal connection, emotional closeness, brand engagement, and intention to purchase. Chi-square results indicate that age, gender, and education level are not significantly associated with engagement frequency or platform preference in the sample. The overall regression model is weak, but one variable emerges as significant: online interaction with a brand because of micro-influencer endorsements positively predicts purchase intention. The condensed paper therefore argues that micro-influencer campaigns work most effectively when they encourage active brand engagement rather than depending only on perceived attractiveness, trustworthiness, or parasocial familiarity. This short paper is useful for student submission, conference-style formatting, and practitioner-oriented interpretation of the original study.