Original paper
When more likes is not better: the consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness
Abstract
Previous research on social media marketing assumes that the more followers or “likes” an individual or company has on social media, the better. The current research is the first that challenges this assumption by showing that people make inferences about the credibility of social media accounts based on the number of likes a post receives relative to the size of its likely audience. The findings indicate that high as well as low...
Paper Details
Title
When more likes is not better: the consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness
Published Date
Sep 2, 2019
Journal
Volume
30
Issue
3-4
Pages
275 - 291
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