How Do Content Producers Respond to Engagement on Social Media Platforms?

Simha Mummalaneni; Hema Yoganarasimhan; Varad Pathak

doi:10.1287/mksc.2023.0178

How Do Content Producers Respond to Engagement on Social Media Platforms?

Simha Mummalaneni¹; Hema Yoganarasimhan²; Varad Pathak³

¹ William & Mary, Williamsburg, Virginia 23187 · ² University of Washington, Seattle, Washington 98195; · ³ Independent Contributor, Menlo Park, California 94025

Marketing Science 2026

We examine how receiving engagement affects users’ subsequent behavior on social media platform, using a large-scale field experiment from Twitter.

DOI: 10.1287/mksc.2023.0178
Volume: 45 (4)
Pages: 791-815
Language: en
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Sources: crossref