Primary data Micro-influencer

The data was gathered to assess a structural model grounded in Source Credibility Theory, the Theory of Planned Behavior, and Signaling Theory. The dataset captures consumer perceptions of micro-influencers' attractiveness, trustworthiness, and expertise, as well as their levels of brand trust and behavioral intentions.

It provides valuable empirical evidence from an emerging Southeast Asian market, offering insights into digital consumer behavior and social media marketing dynamics.