Ivana Ercegovac – Faculty of Applied Media, FWC, Higher Colleges of Technology, Fujairah, UAE
Mirjana Tankosić – Faculty of Applied Media, FWC, Higher Colleges of Technology, Fujairah, UAE
Andrea Vlahović – Faculty of Social Sciences, University Business Academy, Bulevar umetnosti 2a, Belgrade 11070, Serbia
Keywords: YouTube;
Influencers;
Content creators;
Entrepreneurs;
Online communication;
Marketing;
Sustainable development
Abstract: Social media’s transformative impact has led YouTube influencers to assume roles as content creators and entrepreneurs. This study delves into their innovative strategies encompassing revenue models, brand collaborations, and audience engagement. Ad revenue, sponsorships, subscriptions, merchandise sales, and crowdfunding form the diverse income streams. Affiliate marketing and product placements foster new business avenues. Niche content and data insights elevate audience interaction. Supported by platforms like Patreon, varied revenue channels drive sustainable financial growth. Collaboration strategies, such as endorsements, invigorate the digital economy. Entrepreneurial impact resonates through job creation, small business support, and innovation. Ethical considerations ensure sustainable growth. This study guides aspiring entrepreneurs and marketers by accentuating diverse revenue streams, strategic partnerships, and audience engagement. Future exploration may assess the endurance of influencer entrepreneurship, its effects on traditional media, and emerging platforms’ nurturing of entrepreneurial endeavors.
9th International Scientific ERAZ Conference – ERAZ 2023 – Selected Papers: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023
ERAZ Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)
ERAZ Conference 2023 Selected Papers: ISBN 978-86-80194-73-8, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.S.P.2023
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
Suggested citation
Ercegovac, I., Tankosić, M., & Vlahović, A. (2023). From Content Creators to Business Innovators: The Entrepreneurial Impact of YouTube Influencer Channels. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Selected Papers (pp. 187-196). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ERAZ.S.P.2023.187
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