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February 26, 2026Marketing Science

How Do Content Producers Respond to Engagement on Social Media Platforms?

Simha Mummalaneni Hema Yoganarasimhan Varad V Pathak

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Key Points

This research investigates the impact of engagement on users' behavior on social media platforms.
Conducted a large-scale field experiment using Twitter
Tracked user engagement and behavior changes
Analyzed data to assess the effects of likes and comments
Increased engagement leads to higher user activity
Engagement positively influences content sharing behavior
Behavioral changes persist beyond the initial engagement

Implication

Field experiment examines how engagement influences behavior on social media platforms, indicating its importance.

Abstract

We examine how receiving engagement affects users’ subsequent behavior on social media platform, using a large-scale field experiment from Twitter.

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Cite This Study

Mummalaneni et al. (2026) studied this question.

synapsesocial.com/papers/69a287b00a974eb0d3c03a60 https://doi.org/10.1287/mksc.2023.0178

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