THE #INFLUENCER ECONOMY: ANALYZING THE MONETIZATION OF INDIVIDUALS THROUGH SOCIAL MEDIA AND THE IMPACTS OF COVID-19

Abstract

Participation in the gig economy is growing rapidly, fueled by younger generations and coming to encompass a large sector of the workforce. My study aims to better understand the rising popularity amongst Millennals and Gen-Zers to engage in gig work through social media and how such work was impacted by COVID-19. Analysis is conducted through virtual interviews (N=20, aged 18-35) with social media influencers (SMIs) who were then divided into four categories based on their levels of reliance and desire to perform SMI work as a means of generating income. Major findings of my study conclude that due to COVID-19, the desire to participate in and monetize SMI work is increasing and is shown to be performed in four distinctive ways. Such findings further the need for additional understandings of social media as a form of gig work as well as the individuals engaging in it.