How Do Content Producers Respond to Engagement on Social Media Platforms?

We examine how receiving engagement affects users’ subsequent behavior on social media platform, using a large-scale field experiment from Twitter.

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Publication Details

Journal
Marketing Science
Published
2026-02-26
DOI
https://doi.org/10.1287/mksc.2023.0178
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

How Do Content Producers Respond to Engagement on Social Media Platforms?

Simha Mummalaneni, Varad V Pathak, Hema Yoganarasimhan
Marketing Science
Digital Marketing and Social Media
article

How Do Content Producers Respond to Engagement on Social Media Platforms?

Simha Mummalaneni, Varad V Pathak, Hema Yoganarasimhan
article en

Abstract

We examine how receiving engagement affects users’ subsequent behavior on social media platform, using a large-scale field experiment from Twitter.

Marketing Science
William & Mary (US), University of Washington (US), Independent Sector (US)
Openalex Percentile: Top 48%
Digital Marketing and Social Media
DOISourceOpenAlex
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