Choosing an Effective Form of Participation in the Legal Services Market as Part of an Image Microeconomic Strategy

This article analyses the behavior of providers and consumers of legal servicesin order to determine the most effective microeconomic strategy for promoting lawyersonline, where the majority of clients are members of Generation Z (Zoomers), whose choicesand behavior are largely shaped by social media and influencers. Using empirical andtheoretical research methods, the author concludes that the key factor in the success ofa modern legal services provider is their positive image, which is almost the sole factorconsidered by people looking for a lawyer. After analysing various forms of participationin the legal services market it is clear that lawyers’ microeconomic strategy should focuson their personality and image in order to appeal to potential clients and casual observerswho, at any moment, could become clients. As a result, the author concludes that lawyerswho develop their microeconomic strategies without relying on the theory of personalimage for legal services market participants will gradually lose their positions or disappearfrom the market altogether. Therefore, a successful personal image strategy of theseparticipants requires a market presence that provides additional competitive advantages.