Methodology

Lisa Harrison ()
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Lisa Harrison: Queensland University of Technology

Chapter Chapter 2 in Unpacking Micro-Influence within the Australian Creative Sectors, 2024, pp 19-35 from Springer

Abstract: Abstract This chapter presents a detailed methodology for a research aimed at understanding the skills required for micro-influence, forming part of a submission for the Professional Doctor of Creative Industries program at Queensland University of Technology (QUT). The research adopts qualitative template analysis for data collected via semi-structured interviews with successful Australian micro-influencers. Twitter was used as a primary source due to its open data policy, permitting the collection of voluminous quantitative data. Emerging themes from hand-coded interview data reveal the dimensions and sub-dimensions of micro-influence. The significant contribution of this research lies in its formation of a theoretical framework that captures the skills, knowledge, and capabilities of pioneering micro-influencers. This not only provides a benchmark for best practices, but also contributes to the professional development of aspiring micro-influencers and SMP literacy enhancement.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-5914-9_2

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DOI: 10.1007/978-981-97-5914-9_2

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