The Creator, The Content, and the Connectivity: Uncovering the Factors that Drive Followers to Content Creators

Abstract

The article provides an overview of the study, which sought to investigate the factors influencing people to follow content creators. The study proposed to use a pilot test to discover these factors and then determine the content creator-follower relationships. It highlights the importance of the idea of creator, content, and connectivity as key factors that influence people to follow content creators. The study found that the majority of respondents placed great importance on the creator, content, and connectivity. The results showed that the creator had a positive relationship with following the content creator, reinforcing findings from previous studies. The study used a quantitative approach with an online survey, and the data was analyzed using Smart PLS 4. The abstract notes that this study provides new insights that had not been studied before, specifically the findings on the importance of the creator, content, and connectivity. Overall, the abstract suggests that this study provides a valuable contribution to understanding the factors that influence people to follow content creators, which has important implications for marketers and content creators.