Impact of original versus reposted social endorsements on content consumption: The moderating role of Endorsers’ network characteristics

Anqi Zhao () and Qian Tang
Additional contact information
Anqi Zhao: SAFTI - Shenzhen Audencia Financial Technology Institute
Qian Tang: School of Computing and Information Systems, Singapore Management University

Post-Print from HAL

Abstract: Social endorsements broadcast endorsers' positive attitudes toward content or products, especially to their social ties. Original endorsements created by endorsers can be propagated further as reposted endorsements. Both are important marketing tools to increase content consumption, yet their differences are unclear. This study compares the impacts of original and reposted endorsements on content consumption and their contingencies on the endorsers' network characteristics. Using data on social endorsements of YouTube videos on Twitter, we find that original endorsements (i.e., original tweets) significantly boost content consumption, and the effect is positively moderated by the endorsers' network size but not their tie strength. In contrast, reposted endorsements (i.e., retweets) drive content consumption only when the endorsers have a sufficiently large number of social ties or a high percentage of weak ties. Furthermore, their endorsement effects differ regarding their contingencies on the endorsement message and the endorsed content. Specifically, original endorsements are more effective when the endorsement messages demonstrate higher cognitive

Keywords: User engagement; Tie strength; Content consumption; Reposted endorsements; Original endorsements (search for similar items in EconPapers)
Date: 2026-01
Note: View the original document on HAL open archive server: https://hal.science/hal-05447151v2
References: Add references at CitEc
Citations:

Published in Information and Management, 2026, 63 (1), pp.104266. ⟨10.1016/j.im.2025.104266⟩

Downloads: (external link)
https://hal.science/hal-05447151v2/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05447151

DOI: 10.1016/j.im.2025.104266

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().