A criação de conteúdo digital como modelo de negócio digital na economia criativa

Abstract

This study analyzes how digital marketing contributes to the consolidation of digital content creation as a business model within the Creator Economy. It is a qualitative-quantitative, exploratory, and descriptive research conducted during the first semester of 2026 through two questionnaires applied via Google Forms. The first questionnaire gathered 132 respondents, while the second involved 25 digital content creators. The results revealed frequent use of digital platforms, creators’ influence on consumer decisions, and the use of digital content as a strategy for professional positioning and income generation. Challenges related to monetization, content consistency, and audience growth were also identified. The findings also demonstrated that personal branding, authenticity, and audience relationships are relevant factors for strengthening digital presence and credibility on online platforms. The study concludes that the Creator Economy combines creativity, technology, digital platforms, and monetization within the contemporary creative economy.