Trustworthiness of Micro-Influencers vs. Macro-Influencers on Instagram: A Survey in a Tier-II City

Authors:

Mr. Prathamesh Sonune1, Prof. Varun Dubey2

Student, Department of Business Management, SBJITMR, Nagpur1

Assistant Professor, Department of Business Management, SBJITMR, Nagpur2

Abstract:

This study examines the comparative trustworthiness of micro-influencers and macro-influencers on Instagram among Gen Z respondents in a Tier-II city. The paper is based on a survey of 113 respondents and focuses on how audience members perceive influencer authenticity, relatability, credibility, and purchase influence. The topic is important because Instagram has become one of the most visible spaces for branded content, while the effectiveness of influencer marketing increasingly depends on whether followers view the communicator as genuine and believable. Using a descriptive quantitative research design, the study captures respondents’ demographic profile, Instagram usage, exposure to influencer promotions, and attitudes toward micro- and macro-influencers. The findings indicate that respondents generally perceive micro-influencers as more authentic, relatable, and trustworthy, whereas macro-influencers are more strongly associated with visibility and brand awareness. At the same time, both influencer categories are capable of shaping consumer interest and purchase consideration. The study contributes practical insight for marketers designing Instagram campaigns for young consumers in emerging urban markets. It also reinforces the view that credibility and authenticity are central drivers of influencer effectiveness.

Keywords: Instagram influencer marketing; micro-influencers; macro-influencers; trustworthiness; Gen Z; purchase intention; Tier-II city.