DIGITAL CREATORS AS MODERN MARKETERS: EXPLORING THE PROSPECTS AND HURDLES IN THE ONLINE ECONOMY
Keywords:
Social Media Influencer, Content Creator, Digital Marketing, Influencer Marketing, PlatformAbstract
This study presents a systematic literature review examining the evolving role of content creators in the digital economy, particularly their function as strategic actors in digital marketing and entrepreneurship. Drawing from 33 peer-reviewed publications between 2020 and 2025, the review investigates key issues surrounding the effectiveness, challenges, and opportunities of content creator marketing. Methodologically, the study adopts a multi-stage systematic approach using academic databases to identify and synthesize relevant literature. The findings reveal that content creators are highly effective in enhancing brand engagement through perceived authenticity, niche alignment, and trust-based communication. However, creators operate within precarious platform-driven environments shaped by algorithmic opacity, monetization instability, and ethical tensions surrounding transparency and identity performance. Simultaneously, the review identifies emerging opportunities linked to AI-driven personalization, cross-platform storytelling, and the scalability of digital ventures. The study concludes that content creators are no longer peripheral actors but central to value creation in digital business, while also highlighting the need for more equitable collaboration models, regulatory clarity, and platform accountability. This review contributes to theory and practice by offering a synthesized framework for understanding the strategic, economic, and sociotechnical dimensions of content creator marketing.
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