Content Creator or Self-Journaler? Classifying Social Media Influencers in the Creator Economy – MSI

Working Paper

Content Creator or Self-Journaler? Classifying Social Media Influencers in the Creator Economy

Gloria Peggiani, Lucio Lamberti and Koen Pauwels

Mar 24, 2026

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Develops and tests a typology defined by two novel dimensions of influencer communication—content focus and self focus—to determine which type of influencer can be most effective at different stages of the consumer decision journey.

Topics

brands & branding Marketing Capabilities Social Media & Social Influencers

research recap

Influencers Across the Customer Journey: Who, What and Where?

Social influencers vary by their relative focus on content versus self-presentation. Self-journalers attract larger audiences for broader reach across categories. Content creators deliver expertise and engagement intensity for more focused followers. Self-creators bridge the difference. Brands can benefit from combining all three to address different stages of the customer journey.

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