Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers

  title={Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers},
  author={R. Britt and J. Hayes and Brian C. Britt and Haseon Park},
  journal={Journal of Interactive Advertising},
  pages={111 - 118}
Abstract Fashion and beauty brands leverage social media influencers to shape purchasing decisions, improve cost effectiveness, and reach wider audiences. New conventional wisdom has brands moving away from megainfluencers toward microinfluencers due to greater perceived relatability and trustworthiness. This study employs a novel computational approach integrating network analysis and computational text analysis to understand differences in content and its diffusion through mega- and… Expand
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