How Do Online Influencers Monetize Their Audiences?
How do influencers monetize their audiences? Current work mostly concentrates on influencers as opinion leaders. Yet, an important part of their work is to generate revenue. We identify three roles that influencers take when performing monetization activities: persuader, founder, and professional. We describe how each differs in its monetization activities.
Pierre-Yann Dolbec, Andrew Smith, and Trang Hoang (2021) ,"How Do Online Influencers Monetize Their Audiences?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 356-357.
Pierre-Yann Dolbec, Concordia University
Andrew Smith, Suffolk University
Trang Hoang, Concordia University
NA - Advances in Consumer Research Volume 49 | 2021
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