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Keywords: YouTubers
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Journal Articles
Journal:
Personnel Review
Personnel Review 1–26.
Published: 30 March 2026
... YouTubers to offer contextually grounded insights into this emerging form of work. Design/methodology/approach Based on 21 semi-structured telephonic interviews with Indian YouTubers, this study examines the job demands and resources that define DCC, with a specific focus on the Indian context...
