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

Marketing Science 2026

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Authors: Simha Mummalaneni, Hema Yoganarasimhan, Varad V Pathak
DOI: 10.1287/mksc.2023.0178
Cited by: 1
References: 28

Abstract

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

Fields of Study & Subjects

Digital Marketing and Social Media Public Relations and Crisis Communication Knowledge Management and Sharing

Publication details

Journal / source
Marketing Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Volume
45
Issue
4
Pages
791–815
Publication date
26 February 2026
Language
EN