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Cited by 326Digital Marketing and Social MediaMarketing and Advertising StrategiesSMEs Development and Digital Marketing

The DOI matches its Crossref record; 65 of the 65 references it cites were found in a registry or an index.

Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement

Open access
Wies, Simone, Bleier, Alexander, Edeling, Alexander·2023·Journal of Marketing
DOI 10.1177/00222429221125131
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Abstract

Influencers’ follower count, or indegree, is a key criterion that advertisers use when devising influencer marketing campaigns. However, whether influencers with lower or higher follower count are more effective in generating engagement remains an open question. This multimethod research effort—involving an observational field data analysis, based on 802 Instagram marketing campaigns featuring more than 1,700 influencers, together with an eye-tracking study and laboratory experiments—establishes conclusive evidence of an inverted U-shaped relationship between influencers’ follower count and engagement with sponsored content. A higher follower count implies broader reach but also cues a weaker relationship that reduces followers’ engagement likelihood. That is, engagement first increases, then decreases, as influencer follower count rises. The authors further test the potential moderating effects of two campaign properties: content customization and brand familiarity. Higher content customization and lower familiarity of the sponsored brand signal that influencers value their relationships with followers and thereby flatten the inverted U-shaped relationship. Managers can leverage these novel results and the related actionable guidelines to improve their influencer marketing strategies.

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Crossref · 10.1177/00222429221125131

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65 of 65 references verified0 citation errors · 0 not checkable

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Research works printed but not linked: 6

  1. Cohen Jacob, 2003, Applied Multiple Correlation/Regression Analysis for the Behavioral Sciences
  2. 10.1509/jmkg.73.2.1 · DOI · Paper page
  3. Kerlinger Fred N., 1973, Foundations of Behavioral Research
  4. Leeflang Peter, 2016, Modeling Markets
  5. 10.1177/002224299405800403 · DOI
  6. 10.1287/mksc.1090.0520 · DOI

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Metadata

Authors
Wies, S., Bleier, A., & Edeling, A.
Affiliations
Goethe University Frankfurt (DE)
Corresponding author
Wies, Simone
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2022-11-29
Volume
87
Issue
3
Pages
383-405
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/00222429221125131
OpenAlex
W4293217494
Cited by
326
References
65
Citations by year
2026: 107 · 2025: 103 · 2024: 85 · 2023: 26 · 2022: 4
FWCI
78.42
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Marketing (publishedVersion, cc-by-nc)
  • Lirias (submittedVersion, cc-by-nc)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Business and International Management › SMEs Development and Digital Marketing
Keywords
influencer marketing, follower count, social media engagement, Instagram, sponsored content, inverted U-shaped relationship, content personalization, brand familiarity, eye tracking, influencer selection

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