Influence of Micro-Influencers on Niche Market Trends Among Gen Z in Sri Lanka

This study explores the influence of micro-influencers on niche market trends and consumer behavior among Generation Z (Gen Z) in Sri Lanka. Utilizing qualitative research methods, the study examines the characteristics of micro-influencers—such as credibility, relatability, and authenticity—that resonate with Gen Z consumers. The research is grounded in Social Influence Theory, Source Credibility Theory, and Diffusion of Innovations Theory, providing a comprehensive understanding of how micro-influencers shape purchasing decisions. Findings indicate that Gen Z consumers place high value on the authenticity and personal engagement of micro-influencers, often trusting them more than traditional celebrities. Micro-influencers are particularly effective in introducing and popularizing niche products, leveraging their close-knit follower relationships to drive consumer interest. However, the study also highlights challenges such as influencer fatigue and skepticism towards heavily sponsored content. The implications suggest that businesses should focus on fostering long-term, authentic collaborations with micro-influencers who align with their brand values to maximize marketing effectiveness. Future research is recommended to further explore the long-term impact of micro-influencer marketing on consumer behavior.