Sufficiency and necessity of influencers for digital collective memory: a study through combined IPMA

Purpose – This study aims to demonstrate the causal effect that content disseminated by influencers has on the formation of collective memories that underlie digital environments. Design/methodology/approach – This work integrated a recent methodological sequence called combined importance-performance map analysis (cIPMA) that suggests articulating the results of PLS-SEM, necessary conditions analysis and IPMA through a graph that consolidates the causal effects of necessity and sufficiency of the variables contemplated in the study.