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Micro celebrities are a kind of online influencers who have numbers of online followers. Despite the great potential of micro celebrities, influence of micro celebrities through making them feel the brand experience still remains underexplored in the literature. The purpose of this study is to review the concept of micro celebrity in relation to experiential marketing and search the relationship between followers’ perceptions about the micro celebrities and their perceptions about brand experience. Within the context of this exploratory and descriptive research, 14 active Instagram users were asked specific questions about elements of influencer effect and dimensions of experiential in an uncomplicated and simple survey. This research’s most notable finding is that followers see their micro celebrities as trustworthy and attractive, but they don’t feel the experience about brand so much. Conclusion part includes some implications for further research.

UTILIZATION OF ONLINE INFLUENCERS AS AN EXPERIENTIAL MARKETING TOOL: A CASE OF INSTAGRAM MICRO-CELEBRITIES