Influencer Marketing for Start-ups: The Rise of Micro-influencers
Qianhui Wei1, Qinshao Dai2, *, Yudong Liang3
1Maranatha High School, Pasadena, CA 91105,firstname.lastname@example.org
2Acabridge Education, Changning, 200000, China,email@example.com
3Shandong Experimental High school, Jinan, 250001, China,firstname.lastname@example.org
Available Online 15 December 2021.
- 10.2991/assehr.k.211209.357How to use a DOI?
- Social media campaign; commodities’ engagement rate; trend of branding; targeting audience; marketing strategies
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.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
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 -