Influencer-dominated or follower-dominated? The influence of virtual community dominance and social media platform service on influencers' well-being

Influencers are the core producers of content on social media platforms, making their well-being a critical driver of both community operations and platform growth. This study employed an experimental method to design three research studies, distributed 900 questionnaires, and ultimately retrieved 846 valid responses. Grounded in social influence theory and Herzberg's motivational-hygiene theory, this study investigates the interactive effects of virtual community dominance types (influencer-dominated vs. follower-dominated) and platform service types (incentive-based vs. security-based) on influencers' well-being. The results indicate that incentive-based platform services are more effective in enhancing well-being within influencer-dominated communities, whereas security-based services prove more effective in follower-dominated communities. This relationship is mediated by an influencer's sense of gain. The study also identifies the significant moderating role of virtual community structure types. This work contributes a comprehensive examination of how community dynamics and platform strategies impact influencer well-being, offering practical management strategies for platform administrators and community operators.