Consumer Trust and Influencer Marketing: A Study on the Role of Micro and Macro Influencers in Fashion and Lifestyle Purchases in India

Mallavarapu, Mounika (2025) Consumer Trust and Influencer Marketing: A Study on the Role of Micro and Macro Influencers in Fashion and Lifestyle Purchases in India. Masters thesis, Dublin, National College of Ireland.

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Abstract

The digital landscape in the Indian fashion and lifestyle industry has been completely transformed, especially in the ways consumers find, compare, evaluate, and ultimately make purchases. According to Liu (2024), influencer marketing has significantly complemented and even superseded traditional marketing practices. Influencer marketing leverages specific individuals who have a dedicated number of social media followers and possess expertise in promoting brands and products to customers. The large internet-using population, with a high internet penetration rate, presents a lucrative market for social media influencers. The internet penetration rate in India is significantly high, around 55 to 56%, and 900 million internet users (Ibef.org, 2025). There are varying levels of personal relationships, community influences, and increasing disposable income in the country, which fuels the Indian market fashion. All of these aspects are intertwined with custom trust. The dissertation sheds light on the presence of an intricate relationship between influencer marketing and customer trust by broadly categorizing influencers based on their number of followers. Micro influencers typically possess a follower count of 1000 to 100000, whereas macro influencers possess a follower count of more than 100000.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Puthineedi, Venu UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 12:00
Last Modified:	14 Feb 2026 12:00
URI:	https://norma.ncirl.ie/id/eprint/9144

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