Computational study reveals that video content moderates the impact of influencer follower count on viewership, suggesting targeted selection strategies for campaigns.
There is an ongoing debate over whether mega- or micro-influencers are more effective. Zijun Tian, Ryan Dew, and Raghu Iyengar have developed a causal machine learning framework to evaluate the impact of an influencer’s follower count on how many times their videos are viewed. They have also found that the effect varies dramatically with the content of the video.
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Tian et al. (2026) studied this question.
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