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- W4387677712 abstract "Social media influencers have emerged as key intermediaries between brands and consumers, and many focus on specific topics, such as fitness. These influencers’ followers are often considered to be part of a community formed around shared interests. However, it remains unclear whether these communities are cohesive and organized. This study uses social network analysis to investigate the audience engagement structure of the top French YouTube fitness influencers (N=10), providing new insights for marketers, brands, and influencers themselves. Our findings indicate that the active community behind influencers is tiny compared to their audience. The actual community built around each influencer is very small when considering regular engagement over time. By analyzing the overlap between the influencers’ communities, we observe that the overlap is relatively small but increased by collaboration between influencers. Our results have implications for influencer marketing strategies and highlight the potential of social network analysis in the influence marketing decision-making process." @default.
- W4387677712 created "2023-10-17" @default.
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- W4387677712 date "2023-09-04" @default.
- W4387677712 modified "2023-10-17" @default.
- W4387677712 title "Is There a Community of French Fitness Influencers on YouTube? A Social Network Analysis Approach to YouTube Engagement" @default.
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- W4387677712 doi "https://doi.org/10.1145/3624875.3624878" @default.
- W4387677712 hasPublicationYear "2023" @default.
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