Concepedia

Creator Marketing

Creator Marketing is a strategic marketing framework that leverages the authentic content, influence, and audience relationships of individual content creators on digital platforms to achieve brand engagement and conversion objectives distinct from traditional influencer or mass-media approaches.

8

Publications

437

Citations

24

Authors

18

Institutions

Publications per year

2017–2026

7

Parents

Publications

8

Algorithmic Experts: Selling Algorithmic Lore on YouTube

Sophie Bishop · Social Media + Society · 2020 · 182 citations · Full text

, , +17

When Companies Don't Make the Ad: A Multimethod Inquiry Into the Differential Effectiveness of Consumer-Generated Advertising

Benjamin Lawrence, Susan Fournier, Frédéric F. Brunel · Journal of Advertising · 2013 · 118 citations

, , +16

Influencer marketing unlocked: Understanding the value chains driving the creator economy

Barak Libai, Ana Babić Rosario, Maximilian Beichert et al. · Journal of the Academy of Marketing Science · 2025 · 34 citations · Full text

, , +14

Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content

Darlene Walsh, Argiro Kliamenakis, Michel Laroche et al. · Psychology and Marketing · 2024 · 32 citations · Full text

, , +11

‘Traffic rewards’, ‘algorithmic visibility’, and ‘advertiser satisfaction’: How Chinese short-video platforms cultivate creators in stages

Yang Huang, Weiming Ye · Convergence The International Journal of Research into New Media Technologies · 2023 · 29 citations · Full text

, , +17

1–5 of 8

Authors

24

  1. XL
    Xiaofei Liu

    Washington University in St. Louis, United States

    1 publications · 19 citations

    1

    h-index

  2. WY
    Weiming Ye

    Peking University, China

    1 publications · 29 citations

    1

    h-index

  3. SJ
    Sarah Jabado

    University of Ottawa, Canada

    1 publications · 32 citations

    1

    h-index

  4. YL
    Yu-Kai Lin

    Georgia State University, United States

    1 publications · 28 citations

    1

    h-index

  5. YY
    Yugang Yu

    University of Science and Technology of China, China

    1 publications · 15 citations

    1

    h-index

1–5 of 24

Institutions

18

  1. University of Massachusetts Boston

    Boston, United States

    1 h-index

    2 publications

    236 citations

  2. NetEase (China)

    Beijing, China

    1 h-index

    3 publications

    57 citations

  3. Chinese Academy of Sciences

    Beijing, China

    1 h-index

    2 publications

    28 citations

  4. Washington University in St. Louis

    St Louis, United States

    1 h-index

    1 publications

    19 citations

  5. University of Science and Technology of China

    Hefei, China

    1 h-index

    4 publications

    60 citations

  6. Cornell University

    Ithaca, United States

    1 h-index

    1 publications

    118 citations

  7. University of Chinese Academy of Sciences

    Beijing, China

    1 h-index

    2 publications

    28 citations

  8. Beijing Institute of Big Data Research

    Beijing, China

    1 h-index

    2 publications

    28 citations

1–8 of 18

Venues

  1. Psychology and Marketing

    1 publications · 32 citations

    1

    h-index

  2. Journal of Advertising

    1 publications · 118 citations

    1

    h-index

  3. Information Systems Research

    ISR · 1 publications · 28 citations

    1

    h-index

  4. 1

    h-index

  5. Manufacturing & Service Operations Management

    1 publications · 19 citations

    1

    h-index

1–5