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Journal of Interactive Advertising Volume 20, 2020 - Issue 2
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Special Section: Interactive Advertising and Digital Communications in Fashion

Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers

Rebecca K. BrittDepartment of Journalism and Creative Media, University of Alabama, Tuscaloosa, Alabama, USA; ORCID Iconhttp://orcid.org/0000-0002-4595-4604View further author information
ORCID Icon,
Jameson L. HayesDepartment of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama, USACorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0001-8571-3170View further author information
ORCID Icon,
Brian C. BrittDepartment of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama, USAORCID Iconhttp://orcid.org/0000-0002-1521-3258View further author information
ORCID Icon &
Haseon ParkDepartment of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama, USAORCID Iconhttp://orcid.org/0000-0002-7561-706XView further author information
ORCID Icon
Pages 111-118 | Published online: 22 Jun 2020

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Guoxin Li, Yue Cao, Bo Lu, Yunzhijun Yu & Honglei Liu. (2023) Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising 42:7, pages 1178-1200.
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Yung Kyun Choi, Ruonan Zhang & Christine (Eunyoung) Sung. (2023) Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance. International Journal of Advertising 42:7, pages 1201-1225.
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Zijian Harrison Gong & Steven Holiday. (2023) Parasocial Interaction Message Elements and Disclosure Timing in Nano- and Microinfluencers’ Sponsored Content As Alternative Explanations for Follower Count’s Influence on Engagement. Journal of Interactive Advertising 23:4, pages 374-387.
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Jana Gross, Zhiying Cui & Florian von Wangenheim. (2023) How to Make Influencer Advertising Engaging on Instagram: Emotional Storytelling in Sponsored Posts. Journal of Interactive Advertising 23:4, pages 388-408.
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Susanna S. Lee, Jieun Shin & Jungyun Won. (2023) Transparency management of content creators on social media: motivation, tenure, and status. Journal of Media Business Studies 20:3, pages 264-283.
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Payal S. Kapoor, Abhinav Tagore & Sahil Dua. (2023) Social Media Influencer Promoted Sustainable Fashion: Effects of Sponsorship and Benefit Association. Journal of Promotion Management 29:4, pages 461-490.
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Marta Torregrosa & Teresa Sadaba. (2023) The adaptation of species in the fashion media ecosystem: the case of Vogue. Popular Communication 21:2, pages 114-129.
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Itai Himelboim & Guy J. Golan. (2023) A Social Network Approach to Social Media Influencers on Instagram: The Strength of Being a Nano-Influencer in Cause Communities. Journal of Interactive Advertising 23:1, pages 1-13.
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Jana Gross & Florian von Wangenheim. (2022) Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts. Journal of Interactive Advertising 22:3, pages 289-310.
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Jung Ah Lee, Sabitha Sudarshan, Kristen L. Sussman, Laura F. Bright & Matthew S. Eastin. (2022) Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising 41:1, pages 78-100.
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Jiwoon Park, Ji Min Lee, Vikki Yiqi Xiong, Felix Septianto & Yuri Seo. (2021) David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers. Journal of Advertising 50:5, pages 584-602.
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Guy Golan, Jordan Morehouse & Ashley E. English. (2021) Building relationships with the faithful: examining church communicators perceptions of social media influencers in their OPR strategy. Journal of Public Relations Research 33:4, pages 250-266.
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Natasha T. Brison & Andrea N. Geurin. (2021) Social Media Engagement as a Metric for Ranking US Olympic Athletes as Brand Endorsers. Journal of Interactive Advertising 21:2, pages 121-138.
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Alan Shaw. (2021) Promoting Social Change – Assessing How Twitter Was Used to Reduce Drunk Driving Behaviours Over New Year’s Eve. Journal of Promotion Management 27:3, pages 441-463.
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Wenting Li, Fang Zhao, Ji Min Lee, Jiwoon Park, Felix Septianto & Yuri Seo. (2024) How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset. Journal of Business Research 171, pages 114387.
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Guoxin Li, Peiwen Tang & Jiao Feng. (2023) How streamer channels influence luxury brand sales in live streaming commerce: an empirical study. Asia Pacific Journal of Marketing and Logistics 35:12, pages 3069-3090.
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Victoria Broadbridge, Federico Mangió & Giandomenico Di Domenico. (2023) How Brand Managers Can Maximize Engagement with ASMR YouTube Content. Journal of Advertising Research, pages 2023-026.
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Maria Teresa Borges-Tiago, Joanna Santiago & Flavio Tiago. (2023) Mega or macro social media influencers: Who endorses brands better?. Journal of Business Research 157, pages 113606.
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Bandinee Pradhan, Kaushal Kishore & Nilesh Gokhale. (2023) Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies.
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Mollika Ghosh. (2021) Product placement by social media homefluencers during new normal. South Asian Journal of Marketing 3:1, pages 21-37.
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Stephen McCreery, Brian C Britt & Jameson Hayes. (2021) Social TV and the WWE: Exploring the fan-to-brand relationship in a highly engaged, live-viewing, interactive online space. Convergence: The International Journal of Research into New Media Technologies 28:3, pages 714-736.
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Ana Cristina Antunes. 2022. Research Anthology on Social Media Advertising and Building Consumer Relationships. Research Anthology on Social Media Advertising and Building Consumer Relationships 1420 1436 .
Madhura K.Niyaz Panakaje. (2022) Social Media as a Promotional Tool in the Fashion Industry: A Case Study on Meta Platforms Inc.. International Journal of Case Studies in Business, IT, and Education, pages 351-365.
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Jason Weismueller, Paul Harrigan, Kristof Coussement & Tina Tessitore. (2022) What makes people share political content on social media? The role of emotion, authority and ideology. Computers in Human Behavior 129, pages 107150.
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Ana Cristina Antunes. 2021. Analyzing Global Social Media Consumption. Analyzing Global Social Media Consumption 138 154 .
Richard Linxweiler, Yasmin Merz & Pascal Scheu. 2021. Digitales Management und Marketing. Digitales Management und Marketing 247 264 .
M. Al Khasawneh, M. Abuhashesh, A. Ahmad, R. Masa’deh & M. T. Alshurideh. 2021. The Effect of Coronavirus Disease (COVID-19) on Business Intelligence. The Effect of Coronavirus Disease (COVID-19) on Business Intelligence 385 404 .
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