2025, Vol. 6, Issue 2, Part K
From celebrities to micro-influencers: Democratizing jewelry marketing case study: Instagram campaigns by local designers
Author(s): Josiane El Khoury
Abstract: This study examines how local Lebanese jewelry brands, such as Lynyer, Joanna Dahdah, and MBLSHD, are shifting their marketing strategies from celebrity endorsements to micro-influencer collaborations on Instagram. By leveraging micro-influencers, these brands are intentionally moving their brand perception from aspirational to accessible, which in turn affects consumer engagement and purchase commitment. The research explores the psychological and emotional impact of this shift, focusing on three key theories: emotional branding, parasocial interaction, and social proof. The findings show that micro-influencers, through their authenticity and relatability, foster genuine connections with their followers. This strategy builds emotional bonds (emotional branding), creates a sense of personal trust and familiarity (parasocial interaction), and validates consumer choices through peer influence (social proof). This comprehensive approach allows the brands to humanize their identity, drive loyalty among young adults, and successfully democratize the luxury jewelry market in Lebanon.
DOI: 10.22271/27084515.2025.v6.i2k.820
Pages: 980-985 | Views: 14 | Downloads: 3
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How to cite this article:
Josiane El Khoury. From celebrities to micro-influencers: Democratizing jewelry marketing case study: Instagram campaigns by local designers. Asian J Manage Commerce 2025;6(2):980-985. DOI: 10.22271/27084515.2025.v6.i2k.820
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