Methodology

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.