The Follower Fallacy: Revisiting Engagement Hypothesis by Evidencing Nonlinear Dynamics in Influencer Marketing

Authors

Pranjal Jain, Lovely Professional University, Punjab, IndiaFollow
Pooja Jain, Google, California, USA
Anju Jain, University of Delhi, New Delhi, India

JEL Classification System

M31, M37, C55

Abstract

The traditional premise posits a positive correlation between influencer following (indegree) and engagement metrics, covering likes, shares, comments, and so forth. This study aims to either affirm or dent this engagement hypothesis. Through a methodical analysis of engagement data, this research recognizes potential deviations from the anticipated linear trajectory. Contrary to antecedental social influence, campaign customization, indegree composition, and post components define diverse nonlinear trajectories, empirically challenging the existing research assumptions underlying hypothesis. By evidencing the multifaceted dynamics of influencer engagement, this study offers critical insights for marketers navigating the complexities of contemporary digital marketing landscapes, facilitating the optimization of influencer marketing strategies to enhance audience engagement and brand impact.

Recommended Citation

Jain, Pranjal; Jain, Pooja; and Jain, Anju (2025) "The Follower Fallacy: Revisiting Engagement Hypothesis by Evidencing Nonlinear Dynamics in Influencer Marketing," DLSU Business & Economics Review: Vol. 34: No. 2, Article 10.
DOI: https://doi.org/10.59588/2243-786X.1151
Available at: https://animorepository.dlsu.edu.ph/ber/vol34/iss2/10