An Empirical Analysis of Influencer’s Posting Strategies in Social Media
- 주제(키워드) Influencer , Influencer marketing , Sponsored advertisement , Commercial contents , Instagram , Posts , Followers , Likes
- 주제(기타) 경영학
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002666532
- 등재 KCI등재
- 발행기관 한국지식경영학회
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000176476
- 본문언어 영어
- Published As http://dx.doi.org/10.15813/kmr.2020.21.4.003
초록/요약
This study investigates the posting strategies of influencers for sales: what kind of contents should the influencers provide and how? Influencers used to have seven days of advertising period before the event date (sales begins) and provide both (or either) commercial and (or) non-commercial contents. Some influencers have large number of followers, while others have very small followers. We empirically investigated whether the sequence of posting the commercial and non-commercial contents influence sales, and whether such effects are susceptible to the size of followers. Through the analysis of 1,153 events of 298 influencers on Instagram, we found that commercial contents are more important than non-commercial contents for both small and large influencers. In more detail, the quantity of commercial contents is very important for the large influencers, while the quality of commercial contents is important for small influencers.
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