Observatoire des droits humains (anglais seulement)

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

(Version anglaise seulement)

par 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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