Micro-Influencers as Emerging Digital Opinion Leaders in Local Geographies

Micro-Influencers as Emerging Digital Opinion Leaders in Local Geographies: A Quantitative Approach to Understanding the Role of Micro-influencers on Twitter
Context

In today's world, it is undeniable that social media plays a vital role in shaping societies, cultures and economies. Despite growing research on social media, we still know relatively little about its impact, and how to effectively research the vast amounts of data generated. Thus, it is imperative that social science research works to increase understanding of the impact of social media platforms, and to devise new methods to utilise social media data to address contemporary societal concerns

The project contributes to the growing literature on micro-influencers and would provide the first example of research into the influence of micro-influencers in the UK. Research on micro-influencers is particularly critical due to recent action against social bots, as micro-influencers may become more influential. Additionally, the findings can contribute to theories of social media opinion formation and interaction, as it will aid understanding in how social ties are co-created by online and offline interactions.

The project also aims to develop an advanced quantitative method framework to analyse social media data. In particular, a collection of machine-learning, big data methods and statistical models to identify and analyse micro-influencers, combined with secondary data to contextualise their influence. Thus, the approach will contribute to improving methods to model the reflexive relationship between online and offline networks. It also provides an opportunity to develop my own research capacity in handling and analysing emerging social media data, which can be progressed into further through a research career in the field.

Finally, the findings can add to the growing body of evidence on the potential harms and misuse of social media. Policymakers must use evidence-based research in order to inform interventions to reduce hate, misinformation and digital divides caused by social media practices. Additionally, the research may encourage the utilisation of micro-influencers for positive utilisation. For example, to improve political participation and vaccination uptake.

Research Aims:

1.Use and develop cutting edge advanced quantitative and spatial analysis methods with social media data to identify and analyse networks of micro-influencers and their followers 2.Investigate the growing role of micro-influencers within online platforms and how they shape online and physical communities