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024 7 _a10.1007/978-981-97-5914-9
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100 1 _aHarrison, Lisa.
_eauthor.
_0(orcid)0000-0002-8621-9526
_1https://orcid.org/0000-0002-8621-9526
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_985369
245 1 0 _aUnpacking Micro-Influence within the Australian Creative Sectors
_h[electronic resource] :
_bA Theoretical Framework for Understanding the Skills, Knowledge, and Capabilities of Micro-Influencers /
_cby Lisa Harrison.
250 _a1st ed. 2024.
264 1 _aSingapore :
_bSpringer Nature Singapore :
_bImprint: Palgrave Macmillan,
_c2024.
300 _aXXV, 213 p. 7 illus., 6 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _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.
520 _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.
650 0 _aTelemarketing.
650 0 _aInternet marketing.
_959122
650 0 _aDigital media.
_959274
650 1 4 _aDigital Marketing.
650 2 4 _aDigital and New Media.
_965945
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9789819759132
776 0 8 _iPrinted edition:
_z9789819759156
776 0 8 _iPrinted edition:
_z9789819759163
856 4 0 _uhttps://doi.org/10.1007/978-981-97-5914-9
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
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