The creator’s dilemma: Resolving tensions between authenticity and monetization in social media
Journal
International Journal of Research in Marketing
ISSN
0167-8116
Type
journal article
Date Issued
2024-09
Author(s)
Abstract
In social media, remaining authentic while taking advantage of monetizing opportunities is a key dilemma for online content creators—the creator’s dilemma. Individuals typically start as small-scale creators, creating the content they enjoy. As they grow, the temptations of monetization increase, creating tension with their sense of authenticity. This can affect how genuine their content appears, potentially altering how they and others perceive their authenticity. Five in-depth interviews with mega-creators (content creators with more than one million followers) provide qualitative insights into how this dilemma can evolve and what strategies creators use to balance authenticity and monetization. The interviewed creators suggest three strategies, by moving (1) from paid advertising to co-creation with brands, (2) from staging content to improvising content, and (3) from producing content to growing their own creator brand. This non-representative and conceptual discussion motivates future research into the creator’s dilemma.
Refereed
Yes
Publisher
Elsevier BV
Volume
41
Number
3
Start page
427
End page
435
Division(s)