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UN 393 - IJRM. How Creators Capture Value.
Pierre-Yann Dolbec and Andrew Smith discuss research explaining creator monetization. The conversation covers three value capture modes that determine creator monetization: advertiser mode, selling attention through partnerships, entrepreneur mode, exploiting market opportunities through product launches, and professional mode, packaging expertise for direct sale.
The researchers explain why mode-spanning creators demonstrate greater resilience, how authenticity struggles stem from violating audience expectations rather than commercialization itself, and why the industry is shifting from…
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