Leveraging content economy for growth: External influencers or internal creators?

Abstract

This case demonstrates transformation of social media ecosystem into “content economy.” From the lens of Zayan, the social media head of a personal finance and trading company, the case delves into the strategic decision on whether to enhance the company’s social media presence by leveraging external influencers or cultivate internal content creators. Along the way, the case explores the interplay between technological and sociocultural factors, which foster the content economy ecosystem. It delves into how advancements in digital platforms shape the landscape of content creation, distribution, monetization, and consumption. It presents multidimensionality of the impact created by the content economy. It highlights the deep social, cultural, and economic impact through an interaction between users, creators, brands, and social actors. Overall, this case helps business students in understanding the technological and sociocultural dynamics at play in the content economy ecosystem, and their implications on users, creators, brands, and society at large.