Abstract

In today's digital world, micro-influencers have significant sway over customers' purchasing decisions. In order to develop useful content that attracts customers and encourages them to connect with micro-influencers, marketers have deliberately cooperated with them as brand endorsers. This collaboration has led to brand evangelism. This is a reflection of the long-term commitment of consumers to brands. For fashion influencers, Instagram is all about promoting items and connecting with their following. This research aims to address the gaps in the current literature by integrating several frameworks based on literature. These frameworks include theories of data relevance, consumer-influencer interaction behaviour, brand evangelism, observational learning, and consumer-focused digital content marketing. The quantitative approach was implemented by means of PLS-SEM, or partial least-squares structural equation modelling. The suggested model was investigated using the Smart PLS v. 3.3.9 software program. Results are based on responses from 500 customers who have interacted with Instagram fashion micro-influencers. Among the factors that motivate consumer-influencer engagement, the results showed that topicality of content had the strongest positive effect. Other factors, such as authenticity of content, freshness, understandability, reliability, and interest, also had a positive effect. In conclusion, the results demonstrated that consumer-influencer interaction significantly impacts brand evangelism.