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Strategies for Attaining and Maintaining Micro-Influence

In: Unpacking Micro-Influence within the Australian Creative Sectors

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  • Lisa Harrison

    (Queensland University of Technology)

Abstract

This chapter titled “Strategies for Attaining and Maintaining Micro-Influence” tackles the strategic approach embedded in the practices of micro-influencers to foster and sustain their influence, marking the fourth dimension of the model under scrutiny. The chapter unravels the thoughtful choices micro-influencers make concerning their content publishing, sharing, and networking within their social media platforms. Additionally, it also emphasises their adaptation of conventional marketing and business principles to digital spaces, crafting strategies linked to entrepreneurial capabilities, reflective practices, content relevance, and reciprocity. This analytical study distinguishes strategies of ascribed, achieved, and attributed micro-influences and demonstrates how micro-influencers’ closeness and personal connection to their audience make them more credible and reliable, strengthening their niche-market influence. With precise planning, research, and understanding of commercial strategies, micro-influencers effectively engage with their audiences to enhance visibility and influence while fostering meaningful relationships with their followers.

Suggested Citation

  • Lisa Harrison, 2024. "Strategies for Attaining and Maintaining Micro-Influence," Springer Books, in: Unpacking Micro-Influence within the Australian Creative Sectors, chapter 0, pages 133-149, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-5914-9_7
    DOI: 10.1007/978-981-97-5914-9_7
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