Andrew T. Crecelius

Toward a Theory of Digital Platform Frontlines: Understanding the Boundary-Spanning Roles of Influencers in Platform Ecosystems

On digital platforms such as YouTube, TikTok, Twitch, and X, customer engagement occurs not only through traditional employees and self-service systems, but also through influencers. Influencers, particularly those with significant reach, play boundary-spanning roles when they fa...