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

Simha Mummalaneni et al.

Marketing Science2026https://doi.org/10.1287/mksc.2023.0178article
FT50UTD24AJG 4*ABDC A*
Weight
0.50

Abstract

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

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https://doi.org/https://doi.org/10.1287/mksc.2023.0178

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@article{simha2026,
  title        = {{How Do Content Producers Respond to Engagement on Social Media Platforms?}},
  author       = {Simha Mummalaneni et al.},
  journal      = {Marketing Science},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1287/mksc.2023.0178},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.