Content creators as social influencers: predicting online video posting behaviors

Abstract

Creative content influencers are increasingly seizing the opportunity not only to express themselves, but also to monetize their videos and become entrepreneurs. The present study tests an integrative framework to determine whether the “creative influencers environment” impacts the degree of motivation for posting videos online, alongside the gratifications derived from such activity.

Keywords

• survey
• creative content influences
• uses and gratifications
• social media videos