Creator Collaborations: Impact of Collaborative Posts on User Engagement

In the realm of social media, influencers, also known as creators, have become a pivotal factor in understanding user engagement. The substantial volume of content has intensified competition on social media platforms, making collaboration a necessary strategy for survival. Unlike traditional collaboration, which relies on structured and formal communication typical of organizational behavior, interactions on social media are immediate and public. Acknowledging these distinct environments, our study seeks to investigate how engagement varies with different collaborating influencers. While previous research has primarily focused on the effects of individual influencers on engagement, our study sheds light on the dynamics of influencer collaboration and its varied impact on engagement. The findings offer empirical evidence that collaboration positively affects influencers' performance in the short term and varies significantly depending on the type of collaborator. This research provides valuable theoretical and practical insights into group user behavior within a social media context.