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Impact of original versus reposted social endorsements on content consumption: The moderating role of Endorsers’ network characteristics

Author

Listed:
  • Anqi Zhao

    (SAFTI - Shenzhen Audencia Financial Technology Institute)

  • Qian Tang

    (School of Computing and Information Systems, Singapore Management University)

Abstract

Social endorsements broadcast endorsers' positive attitudes toward content or products, especially to their social ties. Original endorsements created by endorsers can be propagated further as reposted endorsements. Both are important marketing tools to increase content consumption, yet their differences are unclear. This study compares the impacts of original and reposted endorsements on content consumption and their contingencies on the endorsers' network characteristics. Using data on social endorsements of YouTube videos on Twitter, we find that original endorsements (i.e., original tweets) significantly boost content consumption, and the effect is positively moderated by the endorsers' network size but not their tie strength. In contrast, reposted endorsements (i.e., retweets) drive content consumption only when the endorsers have a sufficiently large number of social ties or a high percentage of weak ties. Furthermore, their endorsement effects differ regarding their contingencies on the endorsement message and the endorsed content. Specifically, original endorsements are more effective when the endorsement messages demonstrate higher cognitive

Suggested Citation

  • Anqi Zhao & Qian Tang, 2026. "Impact of original versus reposted social endorsements on content consumption: The moderating role of Endorsers’ network characteristics," Post-Print hal-05447151, HAL.
    • Handle: RePEc:hal:journl:hal-05447151
    DOI: 10.1016/j.im.2025.104266
    Note: View the original document on HAL open archive server: https://hal.science/hal-05447151v2
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