Micro-SMI: The Beginning of a Theoretical Model

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Communication fundamentals, combined with the complex structure of
social media platforms (SMPs), and digital citizens’ capability to increase
influence through sharing, publishing, and networking have contributed to
the emergence of the micro-social media influencer (micro-SMI) (Senft,
2013). This chapter establishes the context of a doctoral research project
within disrupted contemporary media and communication practices that
examines the notion of SMP users as micro-SMI and proposes the beginning
of a theoretical model for emergent practices of ordinary digital citizens as
micro-SMI. This chapter presents a theoretical model that establishes five
dimensions and attempts to define micro-SMI as it emerges from the literature and is supported by interviews with twelve Australian micro-SMI. The
model provides a foundational framework for the understanding of what
makes a successful micro-SMI and as a guide for how to develop a successful micro-SMI presence.
Original languageEnglish
Title of host publicationResearch Perspectives on Social Media Influencers and Brand Communication
EditorsBrandi Watkins
Place of PublicationMaryland
PublisherLexington Books
Number of pages20
ISBN (Electronic)978-1-7936-1362-2
ISBN (Print)978-1-7936-1361-5
Publication statusPublished - 2020
Externally publishedYes


  • micro-influence
  • Social Media
  • personal identity


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