Year: 2025
Type: article
Abstract: Since the beginning of the 21st century, the influencer economy has driven transformations in business models and given rise to a variety of emerging industries. As such, it holds significant theoretical relevance and practical application value. This paper conducts a comprehensive analysis of the business model of China’s influencer economy using the SWOT analytical framework, examining its strengths, weaknesses, opportunities, and threats. The study finds that the influencer economy offers advantages such as low development costs and precise marketing, while also facing drawbacks including intense price wars among merchants and the inherent risks of relying on influencers. Opportunities lie in China's strong policy support for the internet economy and the rise of multi-career individuals and a knowledge-based paid content ecosystem. Threats include evolving social values and a tightening regulatory environment.
Author: Ziyun Zhou
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412495305