UN 339 - IJRM. The Creator Economy.

In this interview, Professor Alina Sorescu, a chaired professor of marketing at Mays Business School, Texas A&M University, delves into the intricacies of the creator economy. The discussion explores the nuances of authenticity in content creation, the role of social identity in fostering consumer engagement, and the impact of content length on attention spans. She also sheds light on the future trajectory of the creator economy, emphasizing the need for ongoing research to understand its complex dynamics.