Brand Sponsorship on Follower Engagement: A Difference-in-Difference Analysis of Social Media Influencers on Douyin

Shuying Xu ()
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Shuying Xu: Northwestern University

A chapter in Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024), 2025, pp 489-495 from Springer

Abstract: Abstract As influencer marketing gains significance, comprehending the effects of brand sponsorship disclosure on follower engagement is essential for marketers and companies alike. This research examines the impact of official brand sponsorship announcements on follower engagement, specifically likes and comments, utilizing the Douyin platform as a case study. The analysis used a Difference-in-Difference (DID) methodology to examine two prominent influencers, Zhenzi and Haoge, during pre- and post-sponsorship eras. The results indicate that an official sponsorship disclosure markedly improves engagement, as evidenced by Zhenzi’s account receiving substantial gains in both likes and comments following the announcement.

Keywords: Influencer marketing; brand sponsorship disclosure; social media engagement; Douyin; parasocial relationships (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-642-0_51

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DOI: 10.2991/978-94-6463-642-0_51

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