Influencer Marketing for Start-ups: The Rise of Micro-influencers
3 Citations•2021•
Q. Wei, Qinshao Dai, Yuhong Liang
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
No TL;DR found
Abstract
Social media influencers have been utilized by many companies as a marketing method for the past decade. The benefits of micro-influencers, the group of influencers that have a relatively smaller following size, are often underestimated. In this paper, we will explore the effect of micro-influencers for start-up companies and if they complement each other. By analyzing previous cases and the perceptions of viewers, we came to the conclusion that micro-influencers are able to satisfy the general marketing demands of start-up businesses. Additional research can be done on specific formats of collaboration and the effectiveness in different fields.