Micro-Influencers as Agents of Gendered Branding: A Study of Jewelry Marketing in Lebanon under SDG 5

Abstract

This study explores how female Lebanese micro-influencers are redefining jewelry marketing by shifting from celebrity endorsements to more accessible, community-driven campaigns on Instagram. Using the cases of Lynyer, Joanna Dahdah Fine Jewellery, and MBLSHD, the research highlights how women influencers contribute to sustainable branding practices by fostering authenticity, trust, and inclusive consumer engagement. Anchored in Emotional Branding, Parasocial Interaction, and Social Proof theories, the analysis emphasizes the gendered dimension of influence, showing how women leverage personal narratives and peer connections to humanize jewelry and integrate it into everyday life. Findings reveal that female micro-influencers not only democratize jewelry marketing but also align with SDG 5 (Gender Equality) and SDG 8 (Decent Work & Economic Growth), as they enable female entrepreneurship, reshape luxury consumption, and build long-term, trust-based relationships with consumers. This positions women not merely as endorsers but as cultural actors driving both market accessibility and social change.