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ERIC Number: EJ1420501
Record Type: Journal
Publication Date: 2024
Pages: 23
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1098-0482
EISSN: EISSN-2516-1873
Available Date: N/A
Training Concerns of Micro-Influencers on Advertising and Marketing
Erika Fernández-Gómez; Beatriz Feijoo; Miriam Morante Bonet
Journal of Advertising Education, v28 n1 p40-62 2024
Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub-com.bibliotheek.ehb.be
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Spain
Grant or Contract Numbers: N/A
Author Affiliations: N/A