The state of the creator economy

Ryan Schram
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Ryan Schram: IZEA, USA

Journal of Brand Strategy, 2020, vol. 9, issue 2, 152-162

Abstract: The `State of the Creator Economy’ research initiative provides an in-depth view of how the maturation of social media and other industry-relevant changes have affected consumers, marketers and creators. This marks the eighth year of the study, which aims to provide ongoing measurement of and insight into how influencer marketing (IM) and content marketing are both perceived and used. It offers information necessary to better understand the shifting trends in marketing strategies, consumer behaviours and creator habits. The study, commissioned by IZEA Worldwide, was conducted in partnership with Research Now, The Right Brain Consumer Consulting and Lightspeed GMI. It leads the charge for the industry, providing an independent lens through which readers can view the current marketing landscape -- content marketing and IM in particular -- from the viewpoint of consumers, marketers and creators. Researchers surveyed 606 client marketers from Research Now’s B-to-B National Panel, 242 IM and content marketing creators from the IZEA database of partners and 1,000 consumers sourced from Lightspeed GMI’s Domestic U.S. Panel.

Keywords: influencer marketing; creator economy; consumer behaviour; marketing message; marketing strategies; content marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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