How Micro-Influencers Influence the Evolution of Brand Engagement: Insights from a Literature Review

Tammy Mcclellan (Shanghai University)
Eka Farida (Universitas Negeri Malang)
Bambang Banu Siswoyo (Universitas Negeri Malang)

Escalate : Economics and Business Journal
Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat

This systematic literature review explores the strategic role of micro-influencers in shaping brand engagement within digital marketing ecosystems. Analyzing 61 peer-reviewed articles published between 2019 and 2024, the study synthesizes key insights across ten thematic areas including influencer strategy, consumer trust, emotional connection, and technological adaptation. Findings reveal that micro-influencers foster deeper consumer interactions than macro-influencers due to their authenticity, consistent storytelling, and alignment with niche communities. Additionally, platform-specific features and ethical messaging enhance consumer trust and brand loyalty. The study proposes a conceptual framework for understanding micro-influencers as co-creators of brand meaning and highlights implications for relationship marketing. This research offers both theoretical advancement and practical guidance for brands navigating an increasingly fragmented digital landscape.