03585nam a22004215i 4500001001800000003000900018005001700027007001500044008004100059020001800100024003500118050001600153072001600169072002300185072001600208100014400224245021900368250001800587264008200605300006300687336002600750337002600776338003600802347002400838505043000862520154501292650001902837650002402856650001902880650002302899650002702922710003402949773002602983776003603009776003603045776003603081856004603117978-981-97-5914-9DE-He21320251030113118.0cr nn 008mamaa240930s2024    si |    s    |||| 0|eng d  a97898197591497 a10.1007/978-981-97-5914-92doi 4aHF5415.1265 7aKJS2bicssc 7aBUS0900102bisacsh 7aKJSG2thema1 aHarrison, Lisa.eauthor.0(orcid)0000-0002-8621-95261https://orcid.org/0000-0002-8621-95264aut4http://id.loc.gov/vocabulary/relators/aut10aUnpacking Micro-Influence within the Australian Creative Sectorsh[electronic resource] :bA Theoretical Framework for Understanding the Skills, Knowledge, and Capabilities of Micro-Influencers /cby Lisa Harrison.  a1st ed. 2024. 1aSingapore :bSpringer Nature Singapore :bImprint: Palgrave Macmillan,c2024.  aXXV, 213 p. 7 illus., 6 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda0 aChapter 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.  aThis 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. 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. 0aTelemarketing. 0aInternet marketing. 0aDigital media.14aDigital Marketing.24aDigital and New Media.2 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978981975913208iPrinted edition:z978981975915608iPrinted edition:z978981975916340uhttps://doi.org/10.1007/978-981-97-5914-9