Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy

Wondwesen Tafesse*, Bronwyn P. Wood

*المؤلف المقابل لهذا العمل

نتاج البحث: المساهمة في مجلةArticleمراجعة النظراء

138 اقتباسات (Scopus)

ملخص

Influencer marketing has emerged as an effective approach for brands to connect with customers through social media influencers. Although influencer marketing has attracted increased interest from marketing researchers in recent years, relatively little is known about influencers' content and engagement strategy and its links to followers' engagement behavior. The present study addresses this gap by examining how measures of influencers' content and engagement strategy (i.e., follower count, followee count, content volume, and domains of interest) are associated with followers' engagement behavior on Instagram both independently and interactively. The study leverages a unique dataset of Instagram influencers compiled by scraping an online influencer database to test its hypotheses. The findings indicate that follower count and content volume are negatively associated with follower engagement, while followee count is positively associated with follower engagement. However, these main effects are modified by influencers' domains of interest. The findings contribute to the literature by illuminating how elements of influencers' content and engagement strategy contribute to followers’ engagement behavior on Instagram.

اللغة الأصليةEnglish
رقم المقال102303
دوريةJournal of Retailing and Consumer Services
مستوى الصوت58
المعرِّفات الرقمية للأشياء
حالة النشرPublished - يناير 1 2021
منشور خارجيًانعم

ASJC Scopus subject areas

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