Saternus, Zofia; Weber, Patrick; Hinz, Oliver - In: Electronic Markets 32 (2022) 3, pp. 1351-1372
posting for heavy users, but not for light users. Followership of a user has been found to strongly improve all researched … study adds to literature the first distinction on heavy and light usage intensity, and on followership of an IG user when … responding to different social media users, e.g., to closely monitor an influencer's audience to identify heavy users and …