Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement

Influencers’ follower count, or indegree, is a key criterion that advertisers use when devising influencer marketing campaigns. However, whether influencers with lower or higher follower count are more effective in generating engagement remains an open question. This multimethod research effort—invo...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing 2023-05, Vol.87 (3), p.383-405
Hauptverfasser:	Wies, Simone, Bleier, Alexander, Edeling, Alexander
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Influencer marketing Mixed methods research
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!