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Choosing an Effective Form of Participation in the Legal Services Market as Part of an Image Microeconomic Strategy
Abstract
This article analyses the behavior of providers and consumers of legal services
in order to determine the most effective microeconomic strategy for promoting lawyers
online, where the majority of clients are members of Generation Z (Zoomers), whose choices
and behavior are largely shaped by social media and influencers. Using empirical and
theoretical research methods, the author concludes that the key factor in the success of
a modern legal services provider is their positive image, which is almost the sole factor
considered by people looking for a lawyer. After analysing various forms of participation
in the legal services market it is clear that lawyers’ microeconomic strategy should focus
on their personality and image in order to appeal to potential clients and casual observers
who, at any moment, could become clients. As a result, the author concludes that lawyers
who develop their microeconomic strategies without relying on the theory of personal
image for legal services market participants will gradually lose their positions or disappear
from the market altogether. Therefore, a successful personal image strategy of these
participants requires a market presence that provides additional competitive advantages.
Keywords:
image, market entity, personal image, microeconomics, microeconomic strategyDetails
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