Creator Economy SIG

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The Creator Economy Special Interest Group unites scholars who conduct research into the creator economy. Supported by the European Marketing Academy (EMAC), it shares research updates about the variety of involved stakeholders (i.e., brands, creators, and platforms), connects scholars with practitioners in biannual online events, and organizes two special sessions at the EMAC Spring Conference. This page is managed by co-chairs Maximilian Beichert (Bocconi University), Michael Haenlein (ESCP Business School & University of Liverpool Management School), and Andreas Lanz (University of Basel).
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