Application of micro–influencer engagement in digital marketing channels

Abstract

This article explores the theoretical foundations and practical features of engaging with micro–influencers in digital marketing channels. It defines the concept and key characteristics of micro–influencers, highlighting the fundamental advantages and risks associated with working with them. The concept of micro–influencer engagement is examined through the lenses of influence marketing and influencer marketing, with a comparative analysis of macro–influencers. Special attention is given to the exploration of various communication channels utilized by micro– influencers and the specific nuances of working within these channels. The study concludes with an acknowledgment of the growing popularity and potential of micro–influencers in digital communication channels, emphasizing the need for strategically–oriented marketing in collaboration with micro–influencers. The unique role of micro–influencers in promoting products and services for small and medium–sized businesses is particularly emphasized. The article also formulates recommendations for enhancing the effectiveness of business interactions with micro–influencers, focusing on the selection of appropriate micro–influencers, the development and implementation of content strategies, and the monitoring of interaction effectiveness. The scientific novelty of the research lies in its contribution to the development of methodologies for organizing promotions using micro–influencers and leveraging their potential in digital marketing channels.