From Content Creators to Business Innovators: The Entrepreneurial Impact of YouTube Influencer Channels
From Content Creators to Business Innovators: The Entrepreneurial Impact of YouTube Influencer Channels

Author(s): Ivana Ercegovac, Mirjana Tanasković, Andrea Vlahović
Subject(s): Human Resources in Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: YouTube; Influencers; Content creators; Entrepreneurs; Online communication; Marketing; Sustainable development
Summary/Abstract: Social media’s transformative impact has led YouTube influencers to assume roles as content creators and entrepreneurs. This study delves into their innovative strategies encompassing revenue models, brand collaborations, and audience engagement. Ad revenue, sponsorships, subscriptions, merchandise sales, and crowdfunding form the diverse income streams. Affiliate marketing and product placements foster new business avenues. Niche content and data insights elevate audience interaction. Supported by platforms like Patreon, varied revenue channels drive sustainable financial growth. Collaboration strategies, such as endorsements, invigorate the digital economy. Entrepreneurial impact resonates through job creation, small business support, and innovation. Ethical considerations ensure sustainable growth. This study guides aspiring entrepreneurs and marketers by accentuating diverse revenue streams, strategic partnerships, and audience engagement. Future exploration may assess the endurance of influencer entrepreneurship, its effects on traditional media, and emerging platforms’ nurturing of entrepreneurial endeavors.

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