Abstract
This study examined the cultural and behavioral dynamics shaping micro-influencer–consumer relationships within selected market segments in Nanchang, China. A descriptive-correlational research design was employed, involving 300 participants: 150 micro-influencers and 150 consumers from industries such as beauty, fitness, and technology. A researcher-developed questionnaire measured five cultural dimensions (values alignment, cultural identity, communication style, power dynamics, and norms and expectations) and five behavioral dimensions (engagement, interaction, trust, loyalty, and influence). Data were analyzed using descriptive statistics and Spearman's rank correlation at a significance level of 0.05. Results revealed congruence between influencers and consumers in values, communication style, and expectations, indicating shared cultural foundations that enhance trust and engagement. Micro-influencers who effectively integrate collective cultural values and social norms foster higher loyalty and responsiveness among consumers. The findings highlight that cultural alignment strengthens relational trust and behavioral reciprocity, while influencers’ underestimation of their persuasive power presents opportunities for improved engagement strategies. The study contributes to understanding how culture and behavior interplay to sustain effective influencer–consumer relationships in China’s evolving digital economy.
