A multi-scalar nested framework for the influencer economy in China: Implications for regional and urban development

The rapid rise of the influencer economy (IE) has become a key driver of regional and urban development, yet existing studies remain focused on individual influencers and overlook its multi-scalar complexity. This paper develops a multi-scalar analytical framework, using China as a case, to examine how attention is mobilized and converted into economic value. The study shows that IE in China has evolved into a nested system involving individual influencers, municipal authorities, and authoritative media agencies. Their interactions generate cross-scalar flows of attention and capital that reshape local industries, city branding, and regional trajectories. Crucially, China’s IE is embedded in a state-led model where market forces and governance logic intersect, creating both opportunities and risks. While IE offers new pathways for growth and governance innovation, it also exposes cities and regions to volatility and resource misallocation. This study extends the conceptual boundaries of IE and enriches understanding of digital capitalism in regional transformation.