PACIS 2022 Proceedings

Paper Number

1399

Abstract

This study questions a common belief that influencers always bring benefits to social media platforms. Leveraging on the triple differences approach, the results conclude that negative news of an influencer can result in significant negative changes in follower stickiness in the dropout influencer’s community. I break down follower stickiness into high-level follower stickiness (i.e., visit duration and revisit frequency) and low-level follower stickiness (response positiveness). Results suggest that although with a 3% of increase in expressing positiveness, influencer dropout decreases follower’s visit duration by 8% and increases revisit interval by 57% in dropout influencer’s community. Mechanisms by which changes in follower stickiness exist are provided and implications for the social media platform are discussed.

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