Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy

Influencer marketing has emerged as an effective approach for brands to connect with customers through social media influencers. Although influencer marketing has attracted increased interest from marketing researchers in recent years, relatively little is known about influencers' content and engagement strategy and its links to followers' engagement behavior. The present study addresses this gap by examining how measures of influencers' content...