What makes a micro-influencer? Converting the personal branding strategies of successful social media users into a professional development program

This DCI thesis investigated the professional practices of micro-influencers in the Creative Industries: influential social media users emerging in engaged smaller online communities. Presented in two projects, the first project develops a theoretical model to define five dimensions of micro-influence identifying the skills, knowledge, and capabilities that shape communication practices in contemporary culture. Project two is a micro-course ‘The Introduction to Micro-Influence for Creative Professionals’ which translates the model into a teachable creative artefact that enables individuals to become effective micro-influencers in their chosen profession.