Master's Thesis: The Role of Micro Influencers on Brand Loyalty: A Qualitative Study of K-Beauty Followers

Maharjan, Smriti

4. Semester

Economics and Business Administration (Marketing and Sales), Master

2025

2025-05-31

67 pages

In the era of digital marketing, micro-influencers have emerged as powerful mediators between brands and consumers. This qualitative study explores how micro-influencers on TikTok influence brand loyalty among Nepalese followers of Korean skincare products. This thesis has utilized both primary and secondary research. A thorough review of previous existing literature about influencer marketing, electronic word of mouth, brand resonance theory was based on secondary research. The primary research consisting of profile analysis of three micro- influencers TikTok profile and the thematic analysis of the interview with seven Korean beauty followers revealed how these influencers are perceived based on their authenticity, content strategy and collaboration tactics. Thematic analysis revealed four key themes such as Brand loyalty, affordability, eWOM and authenticity. The study suggested that micro-influencers influence brand consideration, but long-term brand loyalty depends on user satisfaction and the economic factors such as affordability. As this study has also applied brand resonance theory so it also explores how micro-influencers contribute to different stages of consumer-brand relationship. The findings of the study offer strategic insights on how brands or marketer should collaborate with micro-influencers who are authentic and give them freedom on how they want to convey the brand message as according to their personality to build trust and sustained engagement with their followers in emerging market like Nepal.

Micro-influencer ; Influencer marketing

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