CALL FOR SUBMISSIONS
MARKETING AND THE CREATOR ECONOMY CONFERENCE
Columbia Business School, New York City, November 30-December 1, 2023
SUBMISSIONS CLOSED (Deadline was September 14, 2023)
Organizers: Bernd Schmitt (Columbia Business School) and Reto Hofstetter (University of Lucerne)
The creator economy—a shift in power whereby individuals can build their own audiences and revenue through producing and sharing original content, products, or services on digital platforms—is revolutionizing the way we work, consume, and interact with each other. As a result, there are many implications for marketing research and practice.
The conference will concentrate on various facets of the creator economy, such as influencers, podcasting, video creation, blogging, music production, or product development. We will look at the topic broadly; it may also include papers on content created through generative AI (such as text or images created by ChatGPT or DALL-E), new content created on the metaverse, new web-enabled services and any form of consumer online business.
The Marketing and the Creator Economy conference, will be held on November 30 and December 1, 2023 at Columbia Business School in New York City, to bring together researchers working on these topics to present their research and ideas and join in a discussion among each other and with guest executives and creators that are managing and innovating the new business models and brand-fan relationships in these spaces.
Collaboration with the International Journal of Research in Marketing (IJRM)
One of the goals of the conference is to provide feedback to researchers on their current efforts, including work in progress, as this is an emerging area. Papers presented at the conference will be eligible for submission to a forthcoming Special Issue on the topic in IJRM. Several co-editors of the journal and associate editors of the Special Issue on Marketing in the Creator Economy will attend the conference.
For a deeper look at the scope of the creator economy dive into the IJRM editorial planned to introduce the special issue.
Topics of interest
We invite researchers that work on a wide variety of creator economy research topics to submit their work. Papers to be presented at the conference may be empirical or conceptual, and the focus may be strategic, behavioral or modeling-focused. Concepts may originate from economics, psychology, management, sociology, anthropology, computer science, or other related disciplines. Topics of interest include (but are not limited to) the following:
- The role of platforms in facilitating and restricting activities in the creator economy (e.g., The effects of platform policies and changes on creator income and sustainability)
- Creating and managing brand identity in the creator economy
- Collaborations and partnerships between actors in the creator economy
- Monetization strategies for creators, and the role of community building in monetization
- The effectiveness of different monetization models for creators, such as subscriptions, merchandise sales, and crowdfunding
- The impact of the creator economy on traditional media and advertising
- Creative industries and the creator economy
- Consumer behavior in the creator economy and the psychological underpinnings of consuming the digital goods put forth by creators
- The relationship between creator identity and audience perception
- Consumer trust and privacy issues in the creator economy
- The impact of the creator economy on social norms and values
- The characteristics and role of influencers in the creator economy
- Creating and managing fan communities in the creator economy
- The impact of the creator economy on traditional employment and entrepreneurship
- Creating and managing intellectual property in the creator economy
- The impact of social media algorithms on creator success and audience engagement
- The impact of creator collaborations and partnerships on audience growth and engagement
- The role of intellectual property laws in protecting creator rights and income
- The effects of creator burnout and mental health on productivity and income
- The relationship between creator demographics and success on different platforms
- The potential for blockchain and cryptocurrency to disrupt traditional creator monetization models.
The submission deadline will be September 14, 2023. We understand that the creator economy is an evolving area; some research may therefore still be work-in-progress. We ask for a title page stating authors, university affiliations, and contact information, followed by eight (8) PowerPoint slides that describe the research question, conceptual framework, methodology, results, and practical and theoretical implications. Submissions will be reviewed and evaluated by the organizers and a committee of technology and marketing experts. Acceptances will be sent by October 12, 2023.
We look forward to your submissions and seeing you during the holiday season in New York!
Please email [email protected] if you have any questions.
Robert D. Calkins Professor of International Business
Columbia Business School
Professor of Digital Marketing
University of Lucerne