Paper Type

Complete

Abstract

Video sharing platforms have become increasingly popular with the ubiquitous availability of easy-to-use recording devices. Professionally produced videos require time and effort, but are more likely to be noticed and followed. Large followings allow some social media video producers to assume the role of an influencer However, the conditions for emergence and growth of influencers has not been adequately investigated. Using data from a large video platform, this article examines the circumstances under which the content creators can gain a large following and play a significant role as an influencer. Using a systems dynamics approach, social media characteristics are systematically examined and their impact explicated. Implications for decisions by influencers, sponsors, and the platform are discussed.

Paper Number

1190

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Aug 16th, 12:00 AM

Assessing Video Influencer Popularity in an Emerging Platform using Simulation

Video sharing platforms have become increasingly popular with the ubiquitous availability of easy-to-use recording devices. Professionally produced videos require time and effort, but are more likely to be noticed and followed. Large followings allow some social media video producers to assume the role of an influencer However, the conditions for emergence and growth of influencers has not been adequately investigated. Using data from a large video platform, this article examines the circumstances under which the content creators can gain a large following and play a significant role as an influencer. Using a systems dynamics approach, social media characteristics are systematically examined and their impact explicated. Implications for decisions by influencers, sponsors, and the platform are discussed.

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