Modelli di business di nano e micro content creators nell’ecosistema della creator economy italiana

This thesis investigates the business models of nano and micro content creators within Italy’s creator economy, focusing on how small-scale creators develop monetization strategies and navigate platform dependency challenges. The study employs a qualitative approach, conducting semi-structured interviews with Italian nano and micro creators and key figures in influencer marketing, including CEOs and talent managers from agencies. Data analysis, grounded in coding through NVivo, reveals recurring themes in monetization practices and power dynamics that shape the creator economy ecosystem. Findings indicate that Italian nano and micro creators utilize a combination of monetization strategies, from sponsorships to digital product sales, and view authenticity as a crucial resource to sustain trusted relationships with their audience. While platform dependency is strong, there is a growing trend among creators to establish their own brands to reduce reliance on digital platforms. The role of intermediaries and agencies is highlighted as essential in supporting creators’ growth and managing commercial relationships, with emerging decentralized models, such as blockchain and NFTs, offering potential paths to greater financial autonomy. The study is limited to the Italian context and small-scale creators, which may affect the generalizability of its findings to other countries or larger-scale creators. The qualitative nature of the research could also reflect subjective views, suggesting that quantitative studies could further validate these insights. By focusing on nano and micro creators and examining the role of decentralized platforms, this thesis contributes to the growing field of creator economy studies and offers an original perspective on how creators can diversify their income streams, promoting a more sustainable and independent digital ecosystem.