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The creator economy or also known as creator marketing and influencer economy, is a software-driven economy that is built around creators who produce and distribute content, products, or services directly to their audience, leveraging social media platforms and AI tools. [1]
Klout was a website and mobile app that used social media analytics to rate its users according to online social influence via the "Klout Score", which was a numerical value between 1 and 100. In determining the user score, Klout measured the size of a user's social media network and correlated the content created to measure how other users ...
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
TikTok gained more traction during the shutdowns of the COVID-19 pandemic, when short dances that went viral became a mainstay of the app. To better compete, Instagram and YouTube eventually came out with their own tools for making short-form videos, respectively known as Reels and Shorts. By that point, TikTok was a bona fide hit.
In recent years, a newer generation of shoppers -- mainly Gen Z -- have put their trust in influencers to help them find the best products. Influencer shopping app LTK (formerly LiketoKnow.it and ...
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Journalist Dan Savage receives a Webby Special Achievement Award in 2011 for his anti-bullying It Gets Better Project, [27] which started on YouTube and drew video responses from the highest levels of government. [28] The anti-bullying It Gets Better Project expanded from a single YouTube video directed to discouraged or suicidal LGBT teens. [29]
Social currency refers to the actual and potential resources from presence in social networks and communities, including both digital and offline. It is, in essence, an action made by a company or stance of being, to which consumers feel a sense of value when associating with a brand, while the humanization of the brand generates loyalty and "word of mouth" virality for the organization.