Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram

Suyoung Moon, Shijin Yoo
{"title":"Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram","authors":"Suyoung Moon, Shijin Yoo","doi":"10.53728/2765-6500.1589","DOIUrl":null,"url":null,"abstract":"Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to fi nd out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded in fl uencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded in fl uencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded in fl uencer draws an inverted U-shape, indicating in fl uencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the in fl uencer is an expert of the seeded product.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"16 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia-Australia Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.53728/2765-6500.1589","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to fi nd out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded in fl uencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded in fl uencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded in fl uencer draws an inverted U-shape, indicating in fl uencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the in fl uencer is an expert of the seeded product.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
粉丝越多越好吗?Instagram种子营销活动中关注者数量与用户参与度的非线性关系
种子营销活动(SMC)是随着社会媒体的广泛使用而产生的一种新型营销活动。以前的研究已经检验了如何找出最优的播种策略,从而从竞选中获得最佳结果。本研究探讨了影响者的特征与用户粘性之间的关系。该数据包括2020年9月在韩国发布的1062个Instagram种子帖子和发布这些内容的用户中的778个种子帖子的信息。通过负二项回归分析,我们的二次模型表明,用户粘性与种子网红的关注者数量之间的关系呈倒u形,这表明拥有更多关注者的网红可能并不总是营销人员的最佳选择。此外,本研究表明,当影响者是种子产品的专家时,来自大量关注者的负面边际影响可以减弱。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
The Effects of Self-development, Self-therapy, and Self-presentation Motivations on Quality of Life, Visitor Loyalty, and Omnivorous Cultural Engagement through Visitor Satisfaction in Art Museums: Examining the Moderation Effect of Age and Attitude toward SNS Posting Gift Sharing on Social Media: What Drives It? Winning Back Attendance: Effects of Winning Performance, Online Search, and the MLB Rule Changes for More Dynamic Games Understanding the Continuance Intention to Use Chatbot Services Updated Reviews and Trends in Consumer Neuroscience
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1