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The Creator Economy on the Metaverse Platform
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논문 기본 정보

Type
Academic journal
Author
Eunjin Kim (Kyonggi University)
Journal
Korea Intelligent Information Systems Society Journal of Intelligence and Information Systems Vol.28 No.4 KCI Accredited Journals
Published
2022.12
Pages
275 - 286 (12page)

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Topic
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Result
The Creator Economy on the Metaverse Platform
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Abstract· Keywords

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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.
#Ad-supported business model #Creator economy #Metaverse platforms #Revenue sharing #광고수입 비즈니스 모델 #크리에이터 경제 #메타버스 플랫폼 #수익 배분율

Contents

1. Introduction
2. Literature Review
3. The Model
4. Analysis and Results
5. Conclusion
References
국문요약

References (21)

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Adams, P. (2022, September 12) Roblox’s Ad Expansion Plans Include 3D Portals to Branded Experiences, MarketingDive, from https://www.marketingdive.com/news/roblox-immersive-ads-metaverse-Robux-Gen-Alpha/631622/ Bae, S., & Park, D. (2018) The Effect of Mobile Advertising Platform through Big Data Analytics: Focusing on Advertising, and Media Characteristics. Journal of Intelligence and Information Systems, 24(2), 37-57. google schola Ball, M. (2021, June 29) Framework for the metaverse. MatthewBall.vc. from https://www.matthewball.vc/all/forwardtothemetaverseprimer Barreto, A. (2013) Do users look at banner ads on Facebook? Journal of Research in Interactive Marketing, 7(2), 119–139. google schola Cho, C., & Cheon, H. (2004) Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 89-97. google schola

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