"With 58% of social media users aged 16-64 now relying on social media platforms as their primary resource for researching brands and products, the impact of micro-influencers has never been more profound," says Dr. Harrison, from Flinders' College of Humanities, Arts and Social Sciences.
"Unlike traditional celebrities, micro-influencers foster a sense of trust and connection with their followers, often building closer, more authentic relationships. They have redefined the concept of influence and their ability to genuinely connect with their audiences creates a level of trust and relatability that big-name influencers can't always achieve."
"The book offers practical advice for those looking to enter the world of micro-influencing, with the framework incorporating five key dimensions: network building, personal attributes, content creation, strategic approaches, and measurable outcomes."
"However, Dr. Harrison also highlights the key industry shifts and the positive and negatives of this growing market, especially for the content creators themselves."
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