Micro-influencer attributes and fast fashion brand awareness: A mediated model

This study examined how micro-influencer characteristics shape brand awareness in the fast fashion sector, with consumer brand engagement acting as a mediating mechanism. Survey data were collected from 298 individuals who followed at least one fashion-related micro-influencer. The results indicated that micro-influencer attributes significantly enhanced both engagement and brand awareness. When analysed jointly, expertise and perceived similarity emerged as the strongest drivers of engagement, whereas attractiveness and content quality were the main predictors of brand awareness. Mediation analyses showed that engagement played a central role in transmitting the effects of influencer characteristics to brand awareness, with most attributes exerting both direct and indirect effects. Additional analyses revealed that consumers previously influenced by micro-influencers placed greater importance on expertise, attractiveness, similarity, and content quality. Overall, the findings advance understanding of micro-influencer effectiveness and provide actionable insights for brands seeking to optimise influencer selection and campaign design in fast fashion contexts.