Unpacking Micro-Influence within the Australian Creative Sectors: A Theoretical Framework for Understanding the Skills, Knowledge, and Capabilities of Micro-Influencers

Preface
Acknowledgements
About This Book
Contents
About the Author
Abbreviations
List of Figures
List of Tables
1 Navigating the Digital Landscape: Micro-Influence and the Australian Creative Sectors
	The Australian Creative Industries
	Constructing Australianness Online
	Characteristics of Australian Digital Audiences
	Interaction Patterns and Community Engagement
	Professional Communication and Career Development
	The Impetus of Social Media in Creative Endeavours
	The Rise of New Business Models
	Implications for Creative Practitioners and Micro-Influencers
	Encouraging Engagement and Community Building
	A Pedagogical Approach to Digital Proficiency
	Future Directions
	References
2 Methodology
	Background
	Purpose of the Study
	Structure of the Study
	Ethical Considerations
	Selection and Recruitment of Interviewees
	Semi-Structured Interview Process
	Template Analysis
	Significance of Study
	Summary
	References
3 Literature Review
	Definitions
		Definition of SMPs
		SMP Participatory Cultural Practices
		Definition of SMP Influence
		Definition of Micro-Influence
	What Makes Micro-Influencers Unique?
	Heterogeneity of Micro-Influence
	Rise of the Micro-Influencer Business Framework
	Pet and Virtual Influencers
	Platform-Specific Micro-Influencers
	Social Justice Micro-Influencers
	Micro-Influencers Connection to Celebrification
	Self-Directed Learning Practices
	Self-Representation Techniques
	Personal Branding
	Perceived Authenticity and Intimate Relationships
	Social Capital and Aspirational Labour
	Challenges of Being a Micro-Influencer
	SMP Identity Management
	Micro-Influencers Targeted by Trolls/Trolling
	Aspirational Labour and Self-Care—Relationships and Livelihood
	Navigating the Ethical Landscape of Sponsored Content
	Mental Health, FOMO, and Social Media Addiction
	Contribution to Existing Research
		The First Iteration of the Theoretical Framework for Micro-Influence
	Summary
	References
4 Understanding Micro-Influencer Networks
	Sub-dimensions of the Influencer Network
	Network Size
	Network Quality
	Network Structure
	Summary
	References
5 Personal Attributes of Micro-Influencers
	Personal Branding Trends of Participants
	Personal Identity
	Awareness of Self
	Reflective Practice
	Authenticity
	Publicness
	Motivations
	Mental Health
	Gender and Mental Health
	Entrepreneurial
	Reciprocity and Trust
	Early Adopter
	Competitive Nature
	Summary
	References
6 Content That Influences
	The Sub-dimensions of Influential Content
	Visibility
	Topic
	Relevance
	Summary
	References
7 Strategies for Attaining and Maintaining Micro-Influence
	Publish, Share, and Network
	Choice of SMP
	Consistency
	Collaboration
	Aspirational Labour
	Scheduling Content
	Commercial, Business Plan
	Commercial Strategy
	Summary
	References
8 Outcomes Generated
	Inspire Action
	Digital Social Capital
	Generate Public Debate
	Managing the Debate
	Trolls
	Endorsements
	Summary
	References
9 Professional Development Pathway
	Contextual Review of Trends in Professional Development
	Educational Design Principles
	Constructivism
	Connectivist Learning
	Authentic Learning and Assessment
	Situated Learning
	Prior Knowledge and Existing Practice
	Unbundling
	Existing Professional Development Provision
	Challenges and Issues for Micro-Credential Providers
	Professional Development Pathway—MICP
	Summary
	References
10 Conclusion
	The Phenomenon of Micro-Influence
	Limitations, Assumptions, and Challenges
	Summary of Phase One and Further Outlook
	Critical Reflection
	Critical Reflection Prior to Study
	Why I Embarked on This Research
	Critical Reflection Phase One
	Reflecting on My Teaching Practice, 2016–2018
	Critical Reflection Phase Two
	The Micro-Course Session Plan
	Student Learning Outcomes Based on Theoretical Framework
	Authentic Situated Learning
	Session Media
	Key Contributions
	Aspirational Labour and Mental Health
	COVID-19 Impact on Professional Development Practices
	Limitations
	Outlook
	Summary
	References
Index