Marketing analysis reveals an inverse relationship between influencer follower counts and viewer engagement, suggesting smaller creators yield higher relative campaign interaction.
Simone Wies, Alexander Bleier, and Alexander Edeling explore the link between influencers’ follower count and viewers’ engagement. Influencers with few followers see high engagement, but as follower count increases, engagement decreases. They present strategies for optimizing social media marketing campaigns.
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Wies et al. (2026) studied this question.
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