IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-97-5914-9_4.html
   My bibliography  Save this book chapter

Understanding Micro-Influencer Networks

In: Unpacking Micro-Influence within the Australian Creative Sectors

Author

Listed:
  • Lisa Harrison

    (Queensland University of Technology)

Abstract

This chapter focuses on the first dimension of micro-influencer research: understanding micro-influencer networks. Creative practitioners who successfully manage their networks often become micro-influencers, known for their expertise, online presence, and willingness to share information with others. For this study, a micro-influencer network is defined as a set of social media platform connections the micro-influencer expects to influence. The chapter investigates three sub-dimensions to analyse micro-influencers’ online networks: size, quality, and structure. Micro-influencers are valued in networks for sharing ideas, fostering connections, and driving political and social issues to broader attention. The strength of network relationships is crucial for online influence, and strong ties are essential for viral content and visibility. The analysis reveals micro-influencers have complex online networks, with the number of strong ties being more vital than the total connections. This understanding helps to identify effective strategies for influencing purchasing behaviours and increasing visibility through social media in targeted market segments.

Suggested Citation

  • Lisa Harrison, 2024. "Understanding Micro-Influencer Networks," Springer Books, in: Unpacking Micro-Influence within the Australian Creative Sectors, chapter 0, pages 81-93, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-5914-9_4
    DOI: 10.1007/978-981-97-5914-9_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-97-5914-9_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.