Do social media influencers with a high follower count generate as much engagement as influencers with smaller followings? This Journal of Marketing study finds that influencers with an intermediate follower count represent the engagement sweet spot.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221125131

Read the text of this episode here: https://www.ama.org/2022/10/11/finding-goldilocks-influencers-why-high-follower-count-may-not-be-the-best-driver-of-engagement-on-social-media/

Reference: Simone Wies, Alexander Bleier, and Alexander Edeling (2022), "Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement," Journal of Marketing. doi:10.1177/00222429221125131

Producer: Marissa Lambert
Narrator: Josephine Stein
Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: influencer marketing, social media engagement, influencer indegree, content customization, brand familiarity, multimethod study

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.