From attraction to monetization: How do knowledge influencers trigger users’ willingness to subscribe to knowledge products?

What is it about?

This study explores a burgeoning group known as "knowledge influencers" who disseminate expert information to non-expert audiences and entice users to subscribe to their unique, knowledge-intensive content. The primary objectives of this research endeavor are twofold: (1) to examine the factors that contribute to the perceived attractiveness of knowledge influencers, and (2) to ascertain the impact of perceived attractiveness on users' inclination to make financial contributions. By addressing these research questions, this study endeavors to shed light on the dynamics surrounding knowledge influencers, their perceived attractiveness, and the impact of this perception on users' financial behavior. Through a comprehensive analysis, we aim to establish a more nuanced understanding of the role and significance of knowledge influencers in the contemporary information landscape.

Featured Image

Photo by Merakist on Unsplash

Photo by Merakist on Unsplash