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The creator economy: An introduction and a call for scholarly research

Author

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  • Peres, Renana
  • Schreier, Martin
  • Schweidel, David A.
  • Sorescu, Alina

Abstract

Bloggers, streamers, artists, celebrities, musicians and service providers are just a few examples of creators who aim to monetize their talent by generating and posting digital content. Aided by technological platforms and AI tools, they form a complex and dynamic ecosystem of economic activity, estimated to be worth over $100 billion dollars, and growing rapidly. In this editorial we explore the creator economy from a marketing perspective, addressing questions such as: How can creators optimize their content, establish their brand, build their content composition, and expand their audience? How do platforms create the right mix of creators and curate their content? What challenges and opportunities are presented for traditional firms?

Suggested Citation

  • Peres, Renana & Schreier, Martin & Schweidel, David A. & Sorescu, Alina, 2024. "The creator economy: An introduction and a call for scholarly research," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 403-410.
    • Handle: RePEc:eee:ijrema:v:41:y:2024:i:3:p:403-410
    DOI: 10.1016/j.ijresmar.2024.07.005
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