342. IJRM. Social Media in the Creator Economy.
December 5, 2024
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The creator economy is a hot topic, and its relationship with social media is complex. To understand the ongoing interplay between creators, platforms, and advertisers we spoke with Alexander Bleier, an Associate Professor of Marketing at the Frankfurt School of Finance and Management. His insights shed light on the dynamics of this evolving landscape.
Key items discussed include:
Key Actors and Their Interactions: The creator economy is a three-sided network involving creators, users, and advertisers. Platforms like TikTok facilitate connections between these actors, wielding significant power through their algorithms.
The Role of Platforms: Beyond content discovery, platforms support content creation, management, and monetization. However, their influence raises questions about authenticity, user privacy, and the control they exert over creators' livelihoods.
Challenges and Opportunities: Emerging technologies like AI present both challenges and opportunities. The rise of sophisticated bots and the ongoing battle for user attention are key concerns.
The Future of the Creator Economy: As the creator landscape becomes increasingly competitive, questions arise about its sustainability as a career path and the potential for a "middle class" of creators.
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.
Alexander Bleier is Associate Professor of Marketing at the Frankfurt School of Finance & Management. Prior to joining Frankfurt School, he was an Assistant Professor at Boston College. Alex received his Ph.D. from the University of Cologne. He also gained practical experience with two top-management consultancies and a major retail and banking system provider in Germany as well as the German-Argentine Chamber of Industry and Commerce in Buenos Aires, Argentina.
Alex’s primary research interests lie at the intersection of digital marketing and consumer decision making. A particular focus concerns the investigation of marketing communication and personalization strategies as well as related topics such as the creator economy and consumer privacy. His work has appeared in leading academic and practitioner journals such as Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Harvard Business Review, and Harvard Business Manager.
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International Journal of Research in Marketing
Alexander Bleier