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Paper Number

ICIS2025-2116

Paper Type

Complete

Abstract

Analyzing creator-level observations around the temporary suspension of star creators in a leading Chinese social media platform, this study examines how market disruption caused by star creator removal affects creators in the head, middle, and tail segments. Through a distributional difference-in-differences (DID) model, the findings reveal that while top creators experience little to no change, middle-tier creators suffer a significant decline in engagement. In contrast, tail creators benefit from increased exposure. These results underscore the role of platform algorithms in reallocating consumer attention and highlight the dynamic nature of creator ecosystems. The study provides implications for platform governance and the management of diverse creator groups.

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Dec 14th, 12:00 AM

When Stars Are Silenced: The Rise of the Long Tail and the Crumbling Middle in Creator Ecosystems

Analyzing creator-level observations around the temporary suspension of star creators in a leading Chinese social media platform, this study examines how market disruption caused by star creator removal affects creators in the head, middle, and tail segments. Through a distributional difference-in-differences (DID) model, the findings reveal that while top creators experience little to no change, middle-tier creators suffer a significant decline in engagement. In contrast, tail creators benefit from increased exposure. These results underscore the role of platform algorithms in reallocating consumer attention and highlight the dynamic nature of creator ecosystems. The study provides implications for platform governance and the management of diverse creator groups.

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