The Impact of Micro-Influencer Attributes on Consumer Choices in Social Media: An Elaboration Likelihood Model (ELM) Perspective

Authors

  • Qiao En Chan Universiti Tunku Abdul Rahman (UTAR), Selangor, Malaysia
  • Thiam Yong Kuek Universiti Tunku Abdul Rahman (UTAR), Perak, Malaysia
  • Fitriya Binti Abdul Rahim Universiti Utara Malaysia (UUM), Kedah, Malaysia
  • Lit Cheng Tai Universiti Tunku Abdul Rahman (UTAR), Selangor, Malaysia

DOI:

https://doi.org/10.37253/combines.v6i1.12757

Keywords:

Micro-influencers, Consumer choice, Credibility, Trustworthiness and Expertise

Abstract

Social media has transformed marketing communication, making consumer decision-making more interactive, immediate, and socially embedded. Within this landscape, micro-influencers gained prominence due to their perceived authenticity and relatability. Grounded in the Elaboration Likelihood Model (ELM), this study examined how four micro-influencer attributes namely credibility, trustworthiness, expertise, and entertainment value influenced consumer choice on social media. These attributes were conceptualised as persuasive cues that operated through both central and peripheral processing routes. A quantitative, cross-sectional survey design was employed, targeting Malaysian social media users who followed micro-influencers. Data were collected through a structured online questionnaire using purposive sampling and analysed using partial least

squares structural equation modelling (PLS-SEM). Measurement items were adapted from established literature, and a pilot test was conducted to ensure validity. The study proposed that credibility, trustworthiness, and expertise enhanced consumer choice through cognitive evaluation, while entertainment value influenced decisions through affective and heuristic processing. By integrating these attributes within an ELM framework, this research provided a comprehensive model for understanding consumer choice in influencer-driven digital environments.

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Published

2026-09-30

Issue

Vol. 6 No. 1 (2026): The 6th Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) - Article in Press

Section

Articles