Nano, Macro, Mega? Finding the Sweet Spot for INFLUENCER MARKETING
Simone Wies, Alexander Bleier, and Alexander Edeling explore the link between influencers’ follower count and viewers’ engagement. Influencers with few followers see high engagement, but as follower count increases, engagement decreases. They present strategies for optimizing social media marketing campaigns.
Authors
- Alexander Edeling (ORCID: https://orcid.org/0000-0002-1815-6439)
- Simone Wies (ORCID: https://orcid.org/0000-0001-6899-0408)
- Alexander Bleier (ORCID: https://orcid.org/0000-0002-4712-1518)
Institutions
- Goethe University Frankfurt (DE)
- Frankfurt School of Finance & Management (DE)
- KU Leuven (BE)
Publication Details
- Journal
- Management and business review.
- Published
- 2026-08-28
- DOI
- https://doi.org/10.1177/2694104x261479016
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 0.00