Personal Attributes of Micro-Influencers

Lisa Harrison ()
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Lisa Harrison: Queensland University of Technology

Chapter Chapter 5 in Unpacking Micro-Influence within the Australian Creative Sectors, 2024, pp 95-121 from Springer

Abstract: Abstract This chapter delves into the personal attributes of micro-influencers, a crucial component of the Micro-Influencer Model. It explores three sub-dimensions: identity, reciprocity/trust, and entrepreneurial skills. The research highlights the significance of micro-influencers curating a unique personal and digital identity and fostering trust with their audience. Furthermore, it emphasises the role of entrepreneurial capabilities, such as risk-taking and problem-solving in their success. The chapter underscores the importance of technical skills for managing social media platforms and other digital tools. The personal attributes highlighted in this chapter contribute to the unique success of each micro-influencer, influencing the way they interact with their followers and shape their online presence.

Date: 2024
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DOI: 10.1007/978-981-97-5914-9_5

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