Unpacking Micro-Influence within the Australian Creative Sectors: A Theoretical Framework for Understanding the Skills, Knowledge, and Capabilities of Micro-Influencers

by Lisa Harrison

Overview

This book explores the impact of micro-influencers in the digital age, focusing specifically on creative professionals in the Australian communications industry. It examines the phenomenon of micro-influencers and demonstrates how social media platforms shape personal and professional identities. The book thoroughly analyses digital identity, providing a unique perspective into micro-influencers and establishing a theoretical framework to understand their skills, knowledge, and capabilities. It also addresses the need for more professional development resources, emphasising the practical importance of micro-influence in social media and digital communication. In doing so, the book offers valuable insights into current industry trends and future directions for students, researchers, and professionals in marketing, entrepreneurship, and creative industries. It is essential reading for anyone interested in comprehending the potential of social media and influencer marketing.

Product Details

ISBN-13:	9789819759132
Publisher:	Springer Nature Singapore
Publication date:	10/01/2024
Edition description:	2024
Pages:	213
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Dr. Lisa Harrison is an expert in digital influence and micro-influencers within the creative industries. She has a Doctorate in Creative Industries from the Queensland University of Technology and over 25 years of practical experience. She is also currently a lecturer at Flinders University, and her research on micro-influencers is groundbreaking and serves as a guide for those aiming to excel in this field. In addition to her academic work, she has won several industry awards and is dedicated to fostering business excellence and academic growth.

Table of Contents

Chapter 1: Introduction.- Chapter 2: Methodology.- Chapter 3: Literature Review.- Chapter 4: Understanding Micro-influencer Networks.- Chapter 5: Personal Attributes of Micro-Influencers.- Chapter 6: Content that Influences.- Chapter 7: Strategies for Attaining and Maintaining Micro-influence.- Chapter 8: Outcomes Generated.- Chapter 9: Professional Development Pathway.- Chapter 10: Conclusion and Future Outlook.