This research tries to explore the factors that contribute to forming attitudes towards micro-influencers on social media. We explore the antecedents through which social media influencers (SMIs) create image satisfaction and advertising trust leading to purchase intention. Taking a sample of 320 Instagram users in Gujarat state, India, the conceptual model was tested using Structural Equation Modelling on AMOS and SPSS statistical software. The study examined the hypothesis testing the attitudes of consumers (image satisfaction and advertising trust) towards SMIs. It was hypothesised that three variables, namely attractiveness, originality and expertise positively affect attitudes of consumers. Through analysis, it was found that all hypotheses were supported except two. Expertise did not impact image satisfaction significantly, and advertising trust did not impact purchase intention significantly. A complete theoretical framework is presented based on the influence of micro-influencers who are increasingly being used for advertising and marketing. This study provides a thorough understanding of the variables influencing purchasing intention, which benefits both academics and practitioners.
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