Influencer Marketing for Start-ups: The Rise of Micro-influencers

DOI

10.2991/assehr.k.211209.357How to use a DOI?

Keywords

Social media campaign; commodities’ engagement rate; trend of branding; targeting audience; marketing strategies

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.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Qianhui Wei
AU  - Qinshao Dai
AU  - Yudong Liang
PY  - 2021
DA  - 2021/12/15
TI  - Influencer Marketing for Start-ups: The Rise of Micro-influencers
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2179
EP  - 2182
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.357
DO  - 10.2991/assehr.k.211209.357
ID  - Wei2021
ER  -