Exploring how followers respond to micro-influencer endorsement

Despite the popularity of Instagram, knowledge of how micro-influencer endorsement contributes to followers’ behavior intention to purchase is still scarce. This study investigates what are the key factors of micro-influencer endorsement that effectively affect micro-influencers’ credibility and followers’ attitude toward endorsed brand, which in turn affects followers’ purchase intention. The results indicate that brand authenticity, economic benefits, word of mouth, as well as corporate social responsibility except self-disclosure are crucial to increase influencers’ credibility and followers' attitude toward the endorsed brand and, ultimately, their intention to buy the endorsed brand. These results contribute to better understanding how to effectively employ influencer-endorsed advertising as a sales promotion tool