social media

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Article

Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds

JOURNAL OF ADVERTISING RESEARCH

This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.

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Targets & Segments
Article

The Power of Livestreaming: How Influencers Drive Video Game Engagement

This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.

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