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Aksaqila International Humanities and Social Sciences [AIHSS] Journal
Published by Universitas Muhammadiyah Sumatera Utara
ISSN : 29648831     EISSN : 29648831     DOI : -
Core Subject : Humanities, Education,
Humanities Education Other
Aksaqila International Humanities and Social Sciences [AIHSS] Journal is a journal that publishes articles that contribute to the development of research fields along with the contribution to education. It is managed by Universitas Muhammadiyah Sumatera Utara as an open access journal and has a double blind peer review before the article is published. Aksaqila International Humanities and Social Sciences [AIHSS] Journal focuses on the field of education such as innovative learning media, learning methods, religious education, education in general, as well as covering the social issues that arise in society regarding social interactions, community interests and problems related to social life.
Arjuna Subject : Umum - Umum
Articles 41 Documents
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Decoding The Digital Bond: A Phenomenological Study Of Parasocial Interaction And Trust In Micro-Influencer Marketing Among Gen Z Salsabila Maisah Andani
Aksaqila International Humanities and Social Sciences [AIHSS] Journal Vol. 5 No. 1 (2026)
Publisher : Aksaqila International Humanities and Social Sciences [AIHSS] Journal

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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.

Page 5 of 5 | Total Record : 41

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