Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers

Rebecca K. Britt, Jameson L. Hayes, Brian C. Britt, Haseon Park

Research output: Contribution to journalArticlepeer-review

61 Scopus citations

Abstract

Fashion and beauty brands leverage social media influencers to shape purchasing decisions, improve cost effectiveness, and reach wider audiences. New conventional wisdom has brands moving away from megainfluencers toward microinfluencers due to greater perceived relatability and trustworthiness. This study employs a novel computational approach integrating network analysis and computational text analysis to understand differences in content and its diffusion through mega- and microinfluencer Twitter networks. Findings debunk conventional wisdom that microinfluencers can best fill unique roles by forging intimate, emotion-laden interpersonal connections. While microinfluencers are more central to two-way dialogue within their networks, megainfluencers garner more affect directed toward them, indicating greater trust. Practical implications for the continued value of megainfluencers and the identification and development of promising microinfluencers are discussed.

Original languageEnglish (US)
Pages (from-to)111-118
Number of pages8
JournalJournal of Interactive Advertising
Volume20
Issue number2
DOIs
StatePublished - May 3 2020
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2020 American Academy of Advertising.

Keywords

  • beauty and fashion industries
  • computational research methods
  • influencer advertising
  • Social media influencers
  • Twitter

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