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Exploring the Influence of MCN Agencies on Content Creation by Short-Video Influencers Among Chinese College Students

Author

Listed:
  • Zhaoyong Cao
  • Syed Agil Shekh Alsagoff
  • Norliana Hashim

Abstract

This qualitative study explores the complex influence of Multi-Channel Networks (MCNs) on content creation by Chinese college student influencers on short video platforms, with TikTok as the primary focus. Through depth interviews with ten purposefully sampled student influencers affiliated with MCNs, the study uncovers how these networks shape content strategies, enhance audience engagement, and guide career paths. Employing a qualitative research paradigm, the study elicits rich, contextualized data on the subtle ways MCNs impact the content creation process. Findings reveal that MCNs play a crucial role in determining content themes, improving production quality, and facilitating marketing opportunities. However, concerns about creative control and long-term career sustainability also emerge. This research contributes to a deeper understanding of the dynamics between MCNs and content creators in China's digital media landscape, highlighting both opportunities and challenges for college student influencers. The insights provided are vital for researchers, policymakers, and industry stakeholders to foster a more equitable and sustainable environment for content creators in the evolving short video ecosystem.

Suggested Citation

  • Zhaoyong Cao & Syed Agil Shekh Alsagoff & Norliana Hashim, 2025. "Exploring the Influence of MCN Agencies on Content Creation by Short-Video Influencers Among Chinese College Students," Studies in Media and Communication, Redfame publishing, vol. 13(4), pages 135-145, December.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:4:p:135-145
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    References listed on IDEAS

    as
    1. Campbell, Colin & Farrell, Justine Rapp, 2020. "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, Elsevier, vol. 63(4), pages 469-479.
    2. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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