Beyond the Hype: Are Micro-Influencers the Game Changers Tackling Influencer Marketing Fatigue?

This research investigates the growing importance of targeted influencers as campaigners for restoring audience engagement within saturated marketing landscape. By investigating consumers view across varies social media platforms, the paper explores how authentic imparting and credibility of message affect interaction criteria and virtual relationship. The finding illustrates that micro influencers provide commitment, emotional impact and conversion rate than macro influencers. This states these influencers are closely associated to audiences and match the expectation of the audiences which in turn builds long term trust. These aspects altogether helps build better relationship with audiences in addition helps in bringing down disengagement and improveinteraction in digital marketing. This study pin points that marketers need to construct a partnership driven procedural approach instead of single marketing campaigns which enhance honesty, authenticity and relevance to the context rather than pivoting visibility metrics. This research adds to novel perceptions and applicable policy that fosters brand to stay in context, build credibility and enhance brand resilience in the virtual platform.