KOREASCHOLAR

SOCIAL MEDIA INFLUENCER ENTREPRENEURS

Jiseon Han, Georg Balanbanis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422284
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.293-294
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

With social media spreading and social media influencers (SMIs) becoming popular and monetising their content, research on how they become entrepreneurs and the enterprising characteristics of SMIs remains limited. Due to this, the study examines through the use of case studies the evolution of hobbyist SMIs into professional entrepreneurs.

Keyword
Social mediaInfluencerEntrepreneurshipNascent entrepreneur
Author
  • Jiseon Han(City, University of London)
  • Georg Balanbanis(Bayes Business School, City, University of London)