Work

Micro-influencers: An emerging profession not yet recognized, with a tarnished reputation

Year: 2025

Type: article

Abstract: Influencer marketing is a rapidly expanding industry. This qualitative study examines micro-influencers (those with up to 100,000 followers) through 30 in-depth interviews to understand their perceptions of their profession’s reputation, potential improvements, and the level of professionalization within the field. Excessive commercialization and the mismatch between advertised products and the micro-influencer’s profile are identified as the primary factors damaging their reputation. In terms of professionalization, it is common for compensation to be limited to products, which 60% of interviewees consider unfair. Despite these challenges, micro-influencers are eager learners, consistently striving to stay updated in various domains.

Source: Online Journal of Communication and Media Technologies

DOI: 10.30935/ojcmt/16179

Authors: Clara Marchán Sanz, Erika Fernández Gómez, Beatriz Feijoo

Institutions: Universidad Internacional de La Rioja, Universidad Villanueva

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

Funders: Universidad Internacional de La Rioja, Universidad de La Rioja

OpenAlex ID: W4408549745