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This study investigates the comparative influence of micro-influencers against mega-influencers on consumer behavior within the sustainable clothing industry on Weibo, and tries to reveal how authenticity and credibility factors shape purchasing decisions. This study utilizes qualitative research through semi-structured interviews with 8 participants (influencers and consumers) to highlight the integral key functions of influencers authenticity and marketing strategies in the sustainable fashion sector. It is found that micro-influencers who are believed to be genuine and more trustworthy, affect consumer buying decisions more than macro-influencers who have a wide reach but may not be seen as genuine enough. The study emphasizes the significance of strategic relationships with influencers, highlighting the imperative process of aligning with influencers whose values resonate with the brand and the audience. Nonetheless, the research realizes the limitations, namely, the small sample size and focus on a specific social media platform and proposes other studies to consider a wide population and different social media platforms.
Min Chen (Tue,) studied this question.