Telling stories: the 4 ways micro-influencers build and keep their loyal audiences

By Shahper Richter, Senior Lecturer in Digital Marketing, University of Auckland, Waipapa Taumata Rau
Alexander Richter, Professor of Information Systems, Te Herenga Waka — Victoria University of Wellington
Drew Franklin, Senior Lecturer in Marketing, University of Auckland, Waipapa Taumata Rau

The rise of social media was quickly followed by the advent of the “influencer” – an online content creator who builds credibility within a specific niche, giving them the power to shape opinions and purchasing decisions.

This skill lies at the heart of the influencer-marketing industry, a juggernaut projected to be worth around US$32 billion this year. On Instagram alone, which boasts more than two billion users, an estimated…

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