Abstract
Influencer marketing has become big business. The growth of influencer marketing is not only relevant for firms’ marketing departments but is also interesting from an entrepreneurial value creation perspective. The advent of social media influencers has spawned a new generation of entrepreneurs who are active on social media platforms and eagerly create their network of followers. The simultaneous presence of many smaller networks results in a specific type of business model for digital platforms: the Platform-of-platforms (PoP) business model. The PoP business model describes a digital platform that allows other platforms to run on its infrastructure and to use its network effects to pursue entrepreneurial activities. To increase value-creating activities, social media platforms need to provide an adequate infrastructure and governance to support the creation of a constant stream of original content. In this paper, we conceptualize the advantages of this PoP business model for social media platforms as whole and for the user groups on the platforms. In that way, we offer interesting insights for theory and practice. © 2022 Elsevier B.V., All rights reserved.