Keep the Influencers! Exploring How Sacrifice Enhances “Creator Self-Identity†and Providing Practical Recommendations by the Marketing Mix: An Exploratory Study

This study aims to assist social media platforms that rely on user-generated content in identifying effective strategies to motivate and retain high-quality influencers (content creators). The authors employed “participant observation†and “semi-structured in-depth interviews.†Firstly, the primary author engaged in self-media management for nearly 7 years, experiencing and exploring various aspects of influencers’ live as a content creator. Through detailed note-taking and documentation, valuable insider perspectives were provided. Secondly, preliminary interviews with 10 content creators who met the study’s criteria were conducted, and five most representative influencers were selected for further “semi-structured in-depth interviews,†which were recorded and videotaped. The authors compiled all research data, coded it, and analyzed it using “thematic analysis.†The study found that “creator self-identity†constructed during social media content creation helps influencers (content creators) overcome challenges and sustain their efforts. Three methods to strengthen “creator self-identity†were identified: (1) sacrifice, (2) sense-making positive feedback, and (3) identity community interaction. The theoretical contribution of this study lies in the perspective that “moderate self-sacrifice can, in turn, reinforce creators’ self-identity,†enriching existing literature. In terms of practical contributions, the study applied the “marketing mix (6P)†framework with the findings to provide systematic, applicable recommendations for social media platform managers. Finally, the study’s originality and deep insider perspective on the influencer community make it a noteworthy and significant contribution to the field.