339. IJRM. The Creator Economy.
November 7, 2024
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In this interview, Professor Alina Sorescu, a chaired professor of marketing at Mays Business School, Texas A&M University, delves into the intricacies of the creator economy. The discussion explores the nuances of authenticity in content creation, the role of social identity in fostering consumer engagement, and the impact of content length on attention spans. She also sheds light on the future trajectory of the creator economy, emphasizing the need for ongoing research to understand its complex dynamics.
Items Discussed Include:
The Creator Economy Defined: An ecosystem encompassing creators, consumers, advertisers, and brands, interconnected through platforms that enable content sharing and monetization.
Authenticity vs. Artifice: While consumers value authenticity, the performative nature of content creation necessitates a balance between genuine expertise and audience expectations.
Social Identity and Community: Consumers' engagement with creators is influenced by their social identity and their desire for belonging within a community.
Attention and Content Length: The fast-paced nature of social media platforms underscores the importance of concise, clear, and valuable content.
The Future of the Creator Economy: The creator economy is poised for continued evolution, driven by technological advancements and shifting societal norms.
Research Gaps and Opportunities: Further research is essential to understand the nuances of content consumption, monetization strategies, and the evolving role of platforms in this dynamic landscape.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Alina Sorescu is Professor of Marketing, Chancellor EDGES Fellow and holder of the Paula and Steve Letbetter’ 70 Chair in Business – Marketing at the Mays Business School, Texas A&M University. Her research focuses on business models, product portfolio decisions, branding, corporate social responsibility, acquisitions and alliances, and measuring the financial value of marketing actions. Her research appears in journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing and others. Alina was the coeditor of the International Journal of Research in Marketing and has served as an Associate Editor or an ERB member at the Journal of Marketing, where she was twice recognized with the best reviewer award, the Journal of Marketing Research, Marketing Science and the Journal of the Academy of Marketing Science. Her research awards include the Ricky W. Griffin Outstanding Research Achievement Award, the Strategic Management Society conference on Big Bang Innovation Best Proposal Award, the AMA John A. Howard Dissertation Award, the AMS Mary Kay Dissertation Award, the AMA Winter Conference Best Paper in the Marketing and Technology track, as well as multiple MSI research grants. Her teaching awards include the Montague Center for Teaching Excellence Scholar Award and the Association of Former Students Distinguished Teaching Award at the college and university level.
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International Journal of Research in Marketing
Alina Sorescu