2026· ITM Web of Conferences· Vol 88, pp. 01007· 0 citations· 5 references
Abstract
As social media continues to reshape consumer behavior, gauging the true reach of digital influencers has emerged as a pressing concern for scholars and industry professionals alike. Drawing upon data harvested from TikTok and Instagram in September 2022, this investigation probes the often-assumed link between audience size and content resonance. The TikTok corpus encompasses 1,000 profiles, tracking metrics from follower tallies to interaction patterns—views, likes, comments, and shares. Complementing this, the Instagram sample comprises 200 accounts, each profiled through proprietary influence scores and two-month engagement trajectories. Statistical scrutiny via correlation and regression modeling yields a nuanced picture: follower numbers correlate only moderately with engagement indicators (r = 0.36-0.46), and surprisingly, account for a mere 12.5% of variation in like counts. The platform divide proves equally striking—TikTok creators command engagement rates roughly threefold those on Instagram (7.2% versus 2.3%). For brands navigating the influencer landscape, these results underscore a pivotal insight: raw follower statistics tell only part of the story; engagement caliber and platform dynamics warrant equal, if not greater, attention.
Many businesses harness social media influencers on Instagram to promote their products. Influencer posts are often not perceived to be advertising. Because of their authenticity and credibility, posts on Instagram have a wide reach to an engaged audience. In order to measure the success of a social media campaign on I...
Ariane-Tabea Schüller· Proceedings of the 29th Glob...· 0 citations
Social media has emerged as a prominent tool for marketers offering direct access to billions of consumers. Its ability to build networks and share content propagates influencer marketing, where brands partner with trusted online personalities (influencers) to promote products or services. Currently, when marketers n...
Priyanka, A. Kashyap, Satyabhusan Dash· International Journal of Con...· 0 citations
Short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts have given rise to a distinct form of cultural transmission: the viral trend or "challenge," in which large numbers of users replicate a shared behavior, sound, or format within a compressed timeframe. This paper examines viral trend partici...
Hitesh R Vadhiya· International Journal For Mu...· 0 citations
Research on political polarization on social media depends on the ability to reliably measure partisanship in user-generated content. However, existing approaches are typically tailored to platform-specific properties, such as structural affordances or linguistic conventions, which hurts generalizability across platfor...
Fathima Ameen, Christopher G. Healey· arXiv.org· 0 citations
While the study of social media and its metrics, such as likes, shares, comments, and sentiment score, has been important in determining consumer purchase intention, especially in the retail industry in the context of urban millennials, the literature is scattered. The study uses bibliometric analysis of over 1,200 doc...
Deepti Ranjan Sabat, Subash Ch. Nath, P. Rout et al.· Praxis international journal...· 0 citations
Social media plays a central role in Generation Z’s daily lives, shaping communication, social interactions, and digital behaviors. This study aimed to examine social media usage patterns, the influence of online content creators, and smartphone attachment among young adults aged 18–29. A quantitative online survey was...
Ivett Sófi, László Szabó, Adrienn Szabó et al.· Hungarian Pediatrics· 0 citations
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