Seonglae ChoA marketing technique that appeals to emotion rather than reason.
Influencers are compensated through advertising.
Community-building is key, but the community should remain objective, like Shuka’s or Dopa’s, so it does not become stagnant or insular.
If it turns into a non-objective fandom, it may perform well in the short term but will eventually collapse. To avoid that, an influencer should appeal not just to a small minority, but to the majority of subscribers.
Influencer Types
The Rise of Influencer Capital
This article was featured in One Great Story, New York's reading recommendation newsletter. Sign up here to get it nightly. In his 1910 book, Finance Capital , the Austrian-born economist Rudolf Hilferding introduced the idea of "promoter's profit."
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