Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how they attract and retain engaged attention (that is, attention that includes interaction) on such platforms. Through an inductive analysis of qualitative data obtained from a digital platform on which more than 16,000 authors compete for the attention of more than 13 million audience members, we develop theory regarding the iterative process by which person brands attract engaged attention in such online attention economies. Our paper offers practical insights to those seeking to attract attention and increase audience engagement online, as well as guidance to marketers and platform managers interested in taking advantage of this phenomenon.

中文翻译：

---

请集中注意！有组织的在线注意力经济中的个人品牌建设

个人越来越多地寻求在数字平台上建立个人品牌，这些平台创造了有组织的在线注意力经济，将注意力寻求者和观众聚集在一起。虽然先前的研究已经教会了我们很多关于个人如何发展个人品牌的知识，但关于他们如何在此类平台上吸引和保持参与注意力（即包括互动的注意力）的指导有限。通过对从数字平台获得的定性数据进行归纳分析，在该平台上有 16,000 多名作者争夺超过 1,300 万观众的注意力，我们开发了关于个人品牌在此类在线注意力经济中吸引关注的迭代过程的理论。我们的论文为那些寻求在线吸引注意力和增加受众参与度的人提供了实用的见解，