UN 393 - IJRM. How Creators Capture Value.

Pierre-Yann Dolbec and Andrew Smith discuss research explaining creator monetization. The conversation covers three value capture modes that determine creator monetization: advertiser mode, selling attention through partnerships, entrepreneur mode, exploiting market opportunities through product launches, and professional mode, packaging expertise for direct sale.

The researchers explain why mode-spanning creators demonstrate greater resilience, how authenticity struggles stem from violating audience expectations rather than commercialization itself, and why the industry is shifting from single-mode influencers to multi-mode creators building sustainable businesses with assets driven by burnout prevention.