From attraction to monetization: How do knowledge influencers trigger users’ willingness to subscribe to knowledge products?

Purpose This study examines the phenomenon of “knowledge influencers,” individuals who convey expert information to non-expert audiences and attract users to subscribe to their self-created knowledge products. It seeks to address two research questions: (1) What are the antecedents that promote perceived attractiveness of knowledge influencers? and (2) How does perceived attractiveness of knowledge influencers affect users’ willingness to subscribe to knowledge products? Design/methodology/approach Guided by self-branding theory, which suggests that individuals strategically shape user perceptions and interactions to create an appealing image, the study employed a sequential mixed-methods approach. Qualitative interviews were conducted with knowledge influencers and their subscribers, followed by a quantitative survey of users with knowledge subscription experience to validate the findings. Findings Results suggested that knowledge influencers could enhance their attractiveness to users by promoting perceived professionalism, perceived familiarity, and perceived connectedness. Perceived attractiveness of knowledge influencers could directly affect users’ willingness to subscribe or indirectly through the role of users’ attachment to knowledge influencers. Practical implications By understanding the factors driving users’ subscription intentions, platform operators and influencers can refine their strategies to enhance user attachment and optimize monetization opportunities through personalized interactions and tailored content offerings. Originality/value This study contributes to the literature by elucidating the relationship between perceived attractiveness and users’ subscription intentions, offering new insights into the dynamics of online knowledge consumption.