The Value of Followers on Social Media

Kim, Rae Yule

doi:10.1109/emr.2020.2979973

Cited by 12 publications

(6 citation statements)

References 33 publications

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“…Human capital proves to be a privilege in social media to achieve financial autonomy, as exemplified by Abir, who attributes her online business success to her followers. In the digital world, "followership" is crucial to pin success (Kim, 2020). Influencers are paid for their ability to create, interact, communicate, and share with human capital.…”

Section: Moroccan Women and Self-branded Start-ups: Financial Autonom...mentioning

confidence: 99%

Beyond the Screen: Moroccan Women Crafting Digital Empowerment through Personal Branding in Social Media

El Idrissi Amiri,

Ghourdou

2024

JSS

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This article investigates the concept of personal branding via digital platforms and its influence on Moroccan women's empowerment. By leveraging social networks, Moroccan women have cultivated a distinct digital identity, which helped them establish lucrative online businesses, leading to financial autonomy. Employing a feminist approach, we analyzed data collected from a sample of five prominent Moroccan bloggers and influencers, whose effective personal branding in social media drives them to "stand out from the crowd", transgress into the male-dominated digital world, overcome the pre-determined gender stereotypes, and set up a self-made career. The research explores how these women have created and marketed their personal brands, examining the strategies and processes that have contributed to their online success. Through a qualitative content analysis and a quantitative assessment of the reception and prospects of female blogging in Morocco, the study uncovers the empowering effects of personal branding on women's confidence, visibility, and economic independence. The findings emphasised the transformative potential of personal branding to enhance women's self-esteem, challenge societal norms, and create new possibilities for gender equality within the online sphere. Ultimately, the study contributes to gender studies literature by examining personal branding through a gender-centric lens and highlighting its benefits for women's personal, social, and economic well-being.

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Section: Moroccan Women and Self-branded Start-ups: Financial Autonom...mentioning

confidence: 99%

Beyond the Screen: Moroccan Women Crafting Digital Empowerment through Personal Branding in Social Media

El Idrissi Amiri,

Ghourdou

2024

JSS

View full text Add to dashboard Cite

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“…On social networks, following a brand/seller and clicking the "like" button during an online social interaction are support activities that contribute to brand/seller success. Support activities are expressions of endorsement and indications of support in social groups (Kim, 2020;Thai and Wang, 2020). During livestreaming sessions, new followers are indicated by a pop-up message in the chatbox, which is visible to all viewers and thus serves as an influence cue for other consumers to follow the seller (Addo et al, 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live

Asante

Jiang

Luo

2023

Humanit Soc Sci Commun

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Livestreaming commerce has become a shopping option following the outbreak of COVID-19, and many sellers have adopted livestreaming marketing to increase their sales and market share. Although livestreaming marketing offers many opportunities, sellers face the challenge of identifying an effective product demonstration format to attract more viewers and increase engagement behaviors during livestreaming sessions. Based on social capital and signaling theories, this study evaluates the relationships among social capital acquisition, social endorsement, and consumer engagement constructs across three different livestreaming marketing product demonstration formats. Partial least squares structural equation modeling (PLS-SEM) multivariate analysis shows that social capital acquisition and endorsement positively affect consumer engagement across all livestreaming formats. A cross-case assessment based on Henseler’s bootstrap-based multigroup analysis reveals that although the preference for the interview livestreaming marketing format is lower, it is more efficient in attracting consumer engagement than the tutorial and behind-the-scenes livestreaming marketing formats. This study is thus the first in the scientific literature to examine consumer engagement’s antecedents across different livestreaming marketing formats.

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“…Members of Congress generally exhibit these behaviors. Just as with other users (Kim, 2018), as the number of total followers increase, Senators are also likely to see an increased number of low-quality followers.…”

Section: Length Of Time On Twittermentioning

confidence: 99%

Using social media to understand constituent and follower opinions: impact of “low quality” on US Senator information gathering

Straus

2022

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Purpose The purpose of this paper is to understand why some US Senators have more low-quality followers than others and the potential impact of low-quality followers on understanding constituent preferences. Design/methodology/approach For each US Senator, data on Twitter followers was matched with demographic characteristics proven to influence behavior. An OLS regression model evaluated why some Senators attract more low-quality followers than others. Then, observations on the impact of low-quality followers were discussed along with potential effects on information gathering and constituent representation. Findings This study finds that total followers, ideology and length of time on Twitter are all significant predictors of whether a Senator might attract low-quality followers. Low-quality followers can have wide-ranging implications on Senator’s use of social media data to represent constituents and develop public policy. Research limitations/implications The data set only includes Senators from the 115th Congress (2017–2018). As such, future research could expand the data to include additional Senators or members of the House of Representatives. Practical implications Information is essential in any decision-making environment, including legislatures. Understanding why some users, particularly public opinion leaders, attract more low-quality social media followers could help decision-makers better understand where information is coming from and how they might choose to evaluates its content. Social implications This study finds two practical implications for public opinion leaders, including Senators. First, accounts must be actively monitored to identify and weed-out low-quality followers. Second, users need to be wary of disinformation and misinformation and they need to develop strategies to identify and eliminate it from the collection of follower preferences. Originality/value This study uses a unique data set to understand why some Senators have more low-quality followers than others and the impact on information gathering. Other previous studies have not addressed this issue in the context of governmental decision-making or constituent representation.

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The Value of Followers on Social Media

Cited by 12 publications

References 33 publications

Beyond the Screen: Moroccan Women Crafting Digital Empowerment through Personal Branding in Social Media

Beyond the Screen: Moroccan Women Crafting Digital Empowerment through Personal Branding in Social Media

Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live

Using social media to understand constituent and follower opinions: impact of “low quality” on US Senator information gathering

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