Becoming a celebrity! Gaining benefits and competitive advantage through scheduled release strategy

Purpose This study aims to explore the communication dynamics between online content creators and customers, specifically focusing on the impact of a scheduled release strategy on customer interaction and financial performance. Design/methodology/approach The research is based on social information processing theory and analyzes over 2.4 m video platform entries to assess how a scheduled release strategy influences creator-customer communication and revenue generation. Findings The findings indicate that a scheduled release strategy enhances creator-customer communication, strengthens relationships and increases earnings. The study also identifies content popularity, release intervals and number of episodes as mediators of these communication effects. Notably, this strategy is effective across diverse creator profiles, with long-term use providing substantial communication benefits and deeper audience connections. Originality/value This research contributes to a more nuanced understanding of strategic communication within the digital content creation landscape, offering practical insights for creators aiming to achieve internet celebrity status and promoting the growth of online content ecosystems.