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Abstract
As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing the interactions among firms, influencers, followers, and digital platforms. We introduce a novel, equity-driven framework that analyzes how influencers contribute to customer equity, how influencers manage and leverage the value from their followers, and how platforms maximize the value from their users. We detail the complex relationships and value exchanges within the influencer marketing ecosystem, highlighting the challenges of measuring the return on investment and influencers’ strategic use of content to maintain authenticity and influence. By synthesizing diverse academic literature and current industry practices, this manuscript provides a comprehensive overview of the mechanisms of value creation and exchange in influencer marketing, offers strategic implications for marketers aiming to optimize their influencer engagements, and outlines future work in the form of the eleven “INFLUENCERS” research directions.
Academic Publication Influencer marketing unlocked: Understanding the value chains driving the creator economy
Research Abstract & Technology Focus
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Influencer marketing unlocked: Understanding the value chains driving the creator economy
Abstract As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementat...
Influencer Marketing
Influencer marketing is rapidly evolving, driven by economic shifts favoring authentic, value-driven content and the emergence of niche creators in sectors like healthcare. The launch of AI and dat...
The healthcare creator is finally diagnosing how they best fit into the creator economy
Healthcare creators are powerful brand partners, but they have to fit into the creator economy without sacrificing their credibility.
The economy is reshaping influencer storytelling
Something is different about influencer content. The evolution started a few years ago. Glossy, highly-curated grids became lo-fi, as influencers traded inaccessible aspiration for Read more... The...
Influencer Marketing Insights: Traackr and Unilever Discuss Creator Collaborations
In this panel from the WWD Beauty CEO Summit mainstage, speakers from Traackr and Unilever US discuss how influencer marketing is evolving.
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What is the core focus of the research titled 'Influencer marketing unlocked: Understanding the value chains driving the creator economy'?
This literature focuses on: Abstract As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynami...
Are there open-source GitHub repositories related to Influencer marketing unlocked: Understanding the value chains driving the creator economy?
Yes, open-source projects like LeoYeAI/openclaw-master-skills (🧠Curated collection of 339+ best OpenClaw skills — weekly updated by MyClaw.ai from ClawHub, GitHub & community. AI, productivity, dev, marketing...) are actively building upon these concepts.
Which startups are commercializing the technology behind Influencer marketing unlocked: Understanding the value chains driving the creator economy?
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What other academic literature is closely related to 'Influencer marketing unlocked: Understanding the value chains driving the creator economy'?
Yes, highly correlated activity was mapped. An entry titled 'Influencer marketing unlocked: Understanding the value chains driving the creator economy' discusses this: Abstract As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical e...
Are there commercial applications of 'Influencer marketing unlocked: Understanding the value chains driving the creator economy' in market news publications?
Yes, highly correlated activity was mapped. An entry titled 'Influencer Marketing' discusses this: Influencer marketing is rapidly evolving, driven by economic shifts favoring authentic, value-driven content and the emergence of niche creators in...
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