Are micro-influencers the future of social media ?

Abstract

In our current society, social media has become not only a valuable tool but somewhat essential to our way of life. What once started as an alternative to how we communicate has now evolved into a medium connecting individuals all around the world, allowing them to share information in unprecedented ways and forms. Because of this, certain networks of like-minded individuals have been seen to come together to share, learn, and discuss ideas, thoughts, and opinions. My aim for this thesis was to determine whether micro-influencers are the future of social marketing or not. Social media has become not only a valuable tool but somewhat essential to our way of life. And in the purchasing aspect, there are several factors that impact our decisions in purchasing and that influence our behaviour in decision making.