IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v15y2024i3p370-392.html
   My bibliography  Save this article

Who influences the influencer - a network analytical study of an influencer's peer-based importance

Author

Listed:
  • Jens K. Perret

Abstract

In contrast to studies focusing on determinants of influencers' relevance which are limited to mostly qualitative discussions, this study focuses on the similarity between social media influencers as relevant figures of a network and the mathematical study of social networks, i.e., the use of network statistics and centrality measures. A dataset of 255 influencers spanning a period of four years from the field of women's fashion present on the social media platform Instagram has been used to empirically determine a model of an influencer's relative importance in the network of its peers. By using regression analysis (panel and cross-sectional) as well artificial neural networks, the importance of the four main factors: followers, reach, engagement rate and posting frequency can consistently be established as well as their causal effects and the path dependency of an influencer's importance across years.

Suggested Citation

  • Jens K. Perret, 2024. "Who influences the influencer - a network analytical study of an influencer's peer-based importance," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(3), pages 370-392.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:3:p:370-392
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=138301
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:15:y:2024:i:3:p:370-392. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.