TY - JOUR
T1 - Followers' engagement with instagram influencers
T2 - The role of influencers’ content and engagement strategy
AU - Tafesse, Wondwesen
AU - Wood, Bronwyn P.
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2021/1
Y1 - 2021/1
N2 - 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.
AB - 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.
KW - Influencer marketing
KW - Influencer strategy
KW - Instagram
KW - Instagram influencers
KW - Social media influencers
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U2 - 10.1016/j.jretconser.2020.102303
DO - 10.1016/j.jretconser.2020.102303
M3 - Article
AN - SCOPUS:85091893632
SN - 0969-6989
VL - 58
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102303
ER -