This chapter provides an overview of the economics of influencers and social media stardom. It provides the state-of-research regarding success factors, revenue and payment models, social media platforms and ecosystems, and welfare effects. It describes the role of social media content providers...

This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

Influencers need to balance their tolerance for negative and even insulting comments with followers' expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers' highly valued method of voice expression....

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...

Despite the seductive promises of freedom, flexibility and creative autonomy, influencer careers are beset with challenges and risks. Influencers' status as independent contractors means they lack many of the safeguards associated with formal employment, such as a stable income or paid leave....

Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

The rise of social media has significantly influenced the cryptocurrency market, driving volatility through sentiment-driven trading. This study employs a bibliometric and content analysis approach to examine how social media, particularly Twitter, impacts cryptocurrency price movements. Using...

Purpose - Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention. Design/methodology/approach - A between-subjects experiment (macro- vs...

Die Creator Economy ist eine rasant wachsende Branche, die laut Prognosen in den nächsten Jahren weiter an Einfluss gewinnen und Umsatzsteigerungen erzielen wird. Mit Werbedeals und Kooperationen generieren vor allem Influencer nicht nur hohe Umsätze, sondern haben Macht über Meinungen und...