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http://dx.doi.org/10.13088/jiis.2022.28.4.275

The Creator Economy on the Metaverse Platform  

Kim, Eunjin (Division of Business Administration, Kyonggi University)
Publication Information
Journal of Intelligence and Information Systems / v.28, no.4, 2022 , pp. 275-286 More about this Journal
Abstract
The metaverse platform has been gaining popularity since the pandemic. It facilitates non-face-to-face interaction among creators, users, advertisers, various forms of organizations, and itself. Such interaction has brought light to the new forms of economy, which is called the "creator economy." By providing the virtual space, easy tools, and methods, the platform allows the creators to produce value for the users in the forms of virtual items, content, and experiences. At the same time, it provides audiences to the organizations that need attention. In the course, the platform and the creators generate revenue. Among the diverse revenue sources, this study focuses on revenue generated from advertising and studies how the revenue sharing between the platform and the creator is affected by the abilities of the metaverse platform. With an analysis of the analytical model, we show that if the platform has the ability to reduce advertising avoidance, it can reduce the revenue share of the creator without discouraging the creator from making the proper effort in content creation. Also, as the platform provides effective tools and methods for quality content creation, it can reduce the revenue share of the creator without damaging the creator's required motivation. The ability of the platform in increasing advertising effectiveness helps it to reduce the revenue share of the creator as well.
Keywords
Ad-supported business model; Creator economy; Metaverse platforms; Revenue sharing;
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Times Cited By KSCI : 2  (Citation Analysis)
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