Influencer marketing has become a prominent trend in today's digital landscape. Brands are increasingly turning to social media influencers (SMIs) to promote their products and services, recognising their capacity to effectively engage consumers. Micro-influencers—those with small but highly involved followings—have received a lot of attention in this arena. These influencers take a targeted strategy, appealing to certain markets with a personal touch that develops meaningful relationships. This introduction describes a research study that looks at the impact of micro-influencer marketing on Instagram users. As digital marketing advances, understanding how micro-influencers effect consumer attitudes and behaviours becomes increasingly important. While most past studies have largely analysed quantitative indicators like follower numbers and engagement rates, this thesis aims to provide a more holistic knowledge of how micro-influencers decision making in online space. Instagram, a key platform for influencer marketing, is central to this study, emphasising the relevance of assessing the impact of micro-influencers on this medium. By investigating the precise social influence processes that micro-influence rs use to change consumer attitudes and behaviours on Instagram, this study hopes to provide strategic insights into how to maximise their efficacy in brand promotion and customer engagement. This study contributes significantly to the ever-evolving field of influencer marketing, with a focus on micro-influencers on Instagram. As digital marketing evolves, it is critical to grasp developing methods such as influencer marketing and their impact on customer attitudes and behaviours. Businesses that want to effectively communicate with their target audiences must understand these implications. This study aims to provide strategic insights into using the potential of micro-influencers for brand promotion, hence improving overall understanding of influencer marketing in today's digital context.