Untangling influence: The effect of follower-followee comparison on social media engagement

• Main Authors: PENG, Yi, LU, Liling
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: Influential creators; Social influence; Social media engagement; Marketing; Social Media
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7479; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8478/viewcontent/UntanglingInfluence_av.pdf
• Institution: Singapore Management University

Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual i...