Understanding followers' cross-platform tracking behavior

Dimitri Laroutis (), Philippe Boistel () and Arnaud Delannoy ()
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Dimitri Laroutis: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Philippe Boistel: ESC Amiens
Arnaud Delannoy: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: The increase in resources dedicated to companies' social network presence requires a better understanding of the behavior of followers, in particular their mono or multi-platform monitoring behavior with regard to influencers. Examining the answers to a survey of 237 social media users, we highlight the importance of the desire to belong to a group, of curiosity and of boredom. These findings are consistent with contributions from the social media engagement theory. Our contributions are both theoretical (highlighting the importance of the type of platform) and operational (by clearly defining the impact of each variable on the behavior of followers).• hypotheses related to the SME theory were validated at statistical level • we correctly identified the variables within each factor that significantly explain followers' commitment through multiplatform tracking behavior. • This precision about the impact of each variable can help firms to adapt their cooperation strategy with influencers according to their specific expectations and requirements.

Keywords: Social Media Theory; Follower behavior; Social media; User experience; User engagement; Social interactions (search for similar items in EconPapers)
Date: 2021-01-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05077761v1
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Published in International Marketing Trends Conference 2021, Jan 2021, Venise, Italy

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