Decoding The Digital Bond: A Phenomenological Study Of Parasocial Interaction And Trust In Micro-Influencer  Marketing Among Gen Z

Salsabila Maisah Andani

Authors

Salsabila Maisah Andani Universitas Muhammadiyah Sumatera Utara

Keywords:

parasocial interaction, consumer trust, micro-influencer, generation Z, digital marketing

Abstract

This study aimed to explore the role of parasocial interaction in shaping consumer trust in micro-influencer marketing among Generation Z. A qualitative phenomenological approach was employed to understand the lived experiences of digital consumers interacting with micro-influencers on social media platforms such as Instagram and TikTok. Data were collected through literature review, observation of user engagement patterns, and analysis of user-generated content, including comments and interactions. The findings indicated that parasocial interaction was formed through repeated exposure to personal and relatable content, creating a sense of emotional closeness between consumers and influencers. Trust was significantly influenced by perceived authenticity, transparency, and consistency in influencer behavior. Interactive communication, such as responding to comments and live engagement, further strengthened the perceived relationship and trust. However, excessive commercialization and inconsistent endorsements were found to reduce credibility. This study highlights that emotional connection and authenticity are critical factors in developing effective micro-influencer marketing strategies targeting Generation Z.

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