Micro-Influencer-Driven Digital Philanthropy: A Case Study of Micro-Influence for Good in Singapore

<p dir="ltr"><b>Citation details:</b><br><br>Swiatek, L., Tan, K. K.-Y., & Chaidaroon, S. (2026). Micro-influencer-driven digital philanthropy: A case study of micro-influence for good in Singapore. <i>Proceedings of the European Marketing Academy</i>, Bath, 55, pp. 1-10. proceedings.emac-online.org/index.cfm?abstractid=A2026-133605<br><br><b>Abstract:</b><br><br>Micro-influencer marketing is increasingly visible in digital philanthropy landscapes, yet theoretical understandings of the ways in which they stimulate prosocial engagement for digital fundraising remains limited.

This conceptual paper synthesises insights from influencer credibility, moral-emotional framing, social norm theory, and trust formation in non-profit contexts to propose an integrated framework for digital fundraising influence. The model delineates two pathways – micro-influencer signals and message features – and specifies psychological mediators, including trust, perceived impact, and moral obligation, in micro-influencer marketing operations.