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http://dx.doi.org/10.15813/kmr.2020.21.4.003

An Empirical Analysis of Influencer's Posting Strategies in Social Media  

Kim, Sulim (KAIST College of Business)
Lee, Heeseok (KAIST College of Business)
Yang, Heedong (Ewha Womans University College of Business)
Publication Information
Knowledge Management Research / v.21, no.4, 2020 , pp. 41-57 More about this Journal
Abstract
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.
Keywords
Influencer; Influencer marketing; Sponsored advertisement; Commercial contents; Instagram; Posts; Followers; Likes;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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