Role of Micro-Influencer Endorsements in Strengthening Brand Image of Cosmetic Brands

With the arrival of digital times, micro-influencer marketing has emerged as one of the most powerful instruments of branding, particularly in the cosmetics sector where consumer perceptions regarding products are always based on peer evaluation, authenticity, and aesthetics. In this theoretical paper, the impact of micro-influencer campaigns on brand image creation and reinforcement is discussed. On the basis of social influence, source credibility, and social proof theories, the study predicts that micro-influencers will substantially contribute to brand image through perceived authenticity, trustworthiness, and aesthetic quality, thereby influencing brand engagement among consumers.