The Impact of Interpersonal Relationships on Micro-influencer Marketing

Tianjin Xinhua High School, Tianjin, 300000, China

Corresponding author: 1910660233@mail.sit.edu.cn

Abstract

The widespread use of mobile internet and social media has driven the creation and development of the micro-marketing model. Micro-influencers utilize marketing techniques that have a small and highly targeted reach, which in turn affects the psychology and perception of the target population. In the process of micromarketing, a very important influencing factor is interpersonal relationships. Therefore, this paper takes interpersonal relationships as an entry point, analyzes several aspects of interpersonal relationships participation in micro-marketing, the current situation of interpersonal relationships among micro-influencers, and the influence of interpersonal relationships on marketing strategy, which is of great significance in exploring the influence of interpersonal relationships on micro-marketing from the perspective of social influence. The author analyzes some micro-marketing strategies on the Chinese social platform Red Booklet. The empirical study shows that the more interaction between micro-influencers and the target population, the stronger the influence on the target population; compared with unilateral promotion by celebrities, micro-influencers have a stronger influence on the target population.