Understanding Micro-Influencer Networks

This chapter focuses on the first dimension of micro-influencer research: understanding micro-influencer networks. Creative practitioners who successfully manage their networks often become micro-influencers, known for their expertise, online presence, and willingness to share information with others. For this study, a micro-influencer network is defined as a set of social media platform connections the micro-influencer expects to influence. The chapter investigates three sub-dimensions to analyse micro-influencers’ online networks: size, quality, and structure. Micro-influencers are valued in networks for sharing ideas, fostering connections, and driving political and social issues to broader attention. The strength of network relationships is crucial for online influence, and strong ties are essential for viral content and visibility. The analysis reveals micro-influencers have complex online networks, with the number of strong ties being more vital than the total connections. This understanding helps to identify effective strategies for influencing purchasing behaviours and increasing visibility through social media in targeted market segments.