How influncers number of followers effect generan z?Â
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Influencers' number of followers has an inverted U-shaped relationship with engagement. Initially, engagement increases as follower count rises, but then it decreases. This relationship can be moderated by content customization and brand familiarity, which flatten the inverted U-shaped relationship . Fake followers do not necessarily harm an influencer's credibility and can actually enhance perceptions of influencing power, especially when combined with expertise and existing popularity . High numbers of followers make influencers more likeable and popular, but this perception of popularity does not always lead to opinion leadership. Additionally, very low numbers of followees can negatively impact popular influencers' likeability . Cooperating with influencers with high numbers of followers may not be ideal for promoting divergent products, as it can lower the brand's perceived uniqueness and brand attitudes .
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| Papers (5) | Insight |
|---|---|
908Â Citations | Influencers with high numbers of followers are considered more popular and likeable, which can positively impact brand attitudes. |
Open access 01 Jan 2016 | Influencers with high numbers of followers are considered more popular and likeable, but this may not always lead to perceptions of opinion leadership. |
Open access 01 Jan 2016 | Influencers with high numbers of followers are considered more popular and likeable, but this may not always lead to perceptions of opinion leadership. |
| The number of followers positively affects the perceived influencing power of influencers, even when fake followers are present. | |
| Influencers with a higher follower count initially generate more engagement, but engagement decreases as follower count continues to rise. |
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