NAVIGATING COMPLEX WATERS
Keywords:
YouTube, travel industry, influencersAbstract
YouTube entrepreneurs Nate Buchanan and his wife Kara created a profitable channel highlighting their full-time travels abroad. Through a series of income streams including patrons who sponsor the couple per video uploaded, the couple’s income is directly tied to the goodwill of their audience. One of the trips the couple took on a river cruise through Myanmar began to erode some of the goodwill with their audience. The YouTube channel began getting sharp criticism through negative comments. The couple had recently achieved profitability through their channel. Because of this crisis, however, their future could be in peril. How should they proceed considering the mounting criticism?
This case was made possible through the generous cooperation of Nate Buchanan.
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