 Less is more: Engagement with the content of social media influencersJesse Pieter van der Harst and Spyros Angelopoulos Journal of Business Research, 2024, vol. 181, issue C Abstract: We draw upon theories of social media engagement to explore the factors affecting the success of the various influencer types, based on the size of their audience. We use the social media content of 8,076 influencers and employ sentiment analysis of text and facial recognition analysis of pictures in their content to examine what drives engagement. We show that the social media content of micro-influencers is more likely to be marked as favourite, while the content of other influencer types is more likely to be shared. We further show that including pictures in the content can result in higher engagement and that showing a person in the pictures also affects engagement, but the strength of this effect depends on the size of the influencer’s audience. Our findings provide novel insights into the theories of social media engagement and sorely needed practical implications regarding content creation on social media platforms. Keywords: Social media; Influencers; Sentiment analysis; Facial recognition; Image analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:181:y:2024:i:c:s0148296324002509 DOI: 10.1016/j.jbusres.2024.114746 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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