{"title":"少即是多:参与社交媒体影响者的内容","authors":"Jesse Pieter van der Harst , Spyros Angelopoulos","doi":"10.1016/j.jbusres.2024.114746","DOIUrl":null,"url":null,"abstract":"<div><p>We draw upon theories of social media engagement to explore the factors affecting the success of the various influencer types, based on the size of their audience. We use the social media content of 8,076 influencers and employ sentiment analysis of text and facial recognition analysis of pictures in their content to examine what drives engagement. We show that the social media content of micro-influencers is more likely to be marked as favourite, while the content of other influencer types is more likely to be shared. We further show that including pictures in the content can result in higher engagement and that showing a person in the pictures also affects engagement, but the strength of this effect depends on the size of the influencer’s audience. Our findings provide novel insights into the theories of social media engagement and sorely needed practical implications regarding content creation on social media platforms.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":null,"pages":null},"PeriodicalIF":10.5000,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0148296324002509/pdfft?md5=f779cf5eaee911f6ad1c4e7d46f37b36&pid=1-s2.0-S0148296324002509-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Less is more: Engagement with the content of social media influencers\",\"authors\":\"Jesse Pieter van der Harst , Spyros Angelopoulos\",\"doi\":\"10.1016/j.jbusres.2024.114746\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>We draw upon theories of social media engagement to explore the factors affecting the success of the various influencer types, based on the size of their audience. We use the social media content of 8,076 influencers and employ sentiment analysis of text and facial recognition analysis of pictures in their content to examine what drives engagement. We show that the social media content of micro-influencers is more likely to be marked as favourite, while the content of other influencer types is more likely to be shared. We further show that including pictures in the content can result in higher engagement and that showing a person in the pictures also affects engagement, but the strength of this effect depends on the size of the influencer’s audience. Our findings provide novel insights into the theories of social media engagement and sorely needed practical implications regarding content creation on social media platforms.</p></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.5000,\"publicationDate\":\"2024-05-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S0148296324002509/pdfft?md5=f779cf5eaee911f6ad1c4e7d46f37b36&pid=1-s2.0-S0148296324002509-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296324002509\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324002509","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Less is more: Engagement with the content of social media influencers
We draw upon theories of social media engagement to explore the factors affecting the success of the various influencer types, based on the size of their audience. We use the social media content of 8,076 influencers and employ sentiment analysis of text and facial recognition analysis of pictures in their content to examine what drives engagement. We show that the social media content of micro-influencers is more likely to be marked as favourite, while the content of other influencer types is more likely to be shared. We further show that including pictures in the content can result in higher engagement and that showing a person in the pictures also affects engagement, but the strength of this effect depends on the size of the influencer’s audience. Our findings provide novel insights into the theories of social media engagement and sorely needed practical implications regarding content creation on social media platforms.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.