03953nam a22005175i 4500 978-981-97-5914-9 DE-He213 20251030113118.0 cr nn 008mamaa 240930s2024 si | s |||| 0|eng d 9789819759149 978-981-97-5914-9 10.1007/978-981-97-5914-9 doi HF5415.1265 KJS bicssc BUS090010 bisacsh KJSG thema Harrison, Lisa. author. (orcid)0000-0002-8621-9526 https://orcid.org/0000-0002-8621-9526 aut http://id.loc.gov/vocabulary/relators/aut 85369 Unpacking Micro-Influence within the Australian Creative Sectors [electronic resource] : A Theoretical Framework for Understanding the Skills, Knowledge, and Capabilities of Micro-Influencers / by Lisa Harrison. 1st ed. 2024. Singapore : Springer Nature Singapore : Imprint: Palgrave Macmillan, 2024. XXV, 213 p. 7 illus., 6 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda 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. 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. 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. Telemarketing. Internet marketing. 59122 Digital media. 59274 Digital Marketing. Digital and New Media. 65945 SpringerLink (Online service) Springer Nature eBook Printed edition: 9789819759132 Printed edition: 9789819759156 Printed edition: 9789819759163 https://doi.org/10.1007/978-981-97-5914-9 ZDB-2-BUM ZDB-2-SXBM 63887 63887