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21 May 2025
18:15 - 19:45Faculty of Business and Economics, WWZ Forum, Peter Merian-Weg 6, Basel
Economy & Law
Creator Economy: Big Business or Big Bubble?Public lecture by Prof. Dr. Andreas Lanz, University of Basel
(Image: iStockphoto/zvg) The creator economy is a booming industry with around 200 million people considering themselves creators; they follow their passion and share with their online community on the variety of user-generated content networks such as Instagram and SoundCloud their latest creations – from audio to pictures to videos.
According to a recent study, the kids of today don’t aspire anymore to become astronauts, they want to become Youtubers. Firms quickly realized that behind this booming industry is an untapped potential: the creators’ social influence capabilities, meaning creators can act as influencers and endorse products and services on their behalf.
The global influencer market with its paid endorsements is now valued at $24 billion. Andreas Lanz, Professor of Digital Marketing Analytics, will provide an overview of it, from unpaid endorsements – or follow-for-follow approach, which represents the basic form of influencer marketing – to paid endorsements.
Registration
We look forward to your participation. Please register by 15 May 2025.
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