This article presents a comprehensive analysis of the role and impact of micro-celebrities in the realm of advertising and promotion within the Iranian corporate sector. Grounded in the perspectives of 42 corporate managers specializing in these fields, the study employs grounded theory methodology to explore the multifaceted strategies and challenges associated with leveraging micro-celebrity endorsements in Iran. Through in-depth interviews, the research reveals six key themes: strategic integration of micro-celebrities, cultural compatibility and sensitivity, impact measurement challenges, digital savvy and innovation, ethical considerations and reputation management, and navigating regulatory environments. Our findings emphasize the importance of strategic alignment between micro-celebrities and brand identities, underscoring the need for authenticity and cultural resonance in marketing campaigns. The study also highlights the complexities in measuring the impact of micro-celebrity endorsements and the increasing significance of digital innovation in this domain. Furthermore, it explores the ethical dimensions and reputation management strategies critical in micro-celebrity collaborations, as well as the challenges posed by the unique regulatory landscape in Iran.
