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

Wondwesen Tafesse and Bronwyn P. Wood

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: 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.

Keywords: Influencer marketing; Instagram influencers; Influencer strategy; Social media influencers; Instagram (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313114

DOI: 10.1016/j.jretconser.2020.102303

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