{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,28]],"date-time":"2026-02-28T05:24:16Z","timestamp":1772256256950,"version":"3.50.1"},"reference-count":85,"publisher":"Emerald","issue":"12","license":[{"start":{"date-parts":[[2021,9,15]],"date-time":"2021-09-15T00:00:00Z","timestamp":1631664000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2021,11,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Influencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their \u201csubject\u201d expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>To maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Most research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-02-2021-0093","type":"journal-article","created":{"date-parts":[[2021,9,13]],"date-time":"2021-09-13T21:19:18Z","timestamp":1631567958000},"page":"2387-2410","source":"Crossref","is-referenced-by-count":38,"title":["Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships"],"prefix":"10.1108","volume":"121","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6080-783X","authenticated-orcid":false,"given":"Richard N.","family":"Rutter","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6480-7100","authenticated-orcid":false,"given":"Stuart J.","family":"Barnes","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1381-6792","authenticated-orcid":false,"given":"Stuart","family":"Roper","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8102-9320","authenticated-orcid":false,"given":"John","family":"Nadeau","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1304-4435","authenticated-orcid":false,"given":"Fiona","family":"Lettice","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,9,15]]},"reference":[{"issue":"4","key":"key2021111212435119100_ref001","doi-asserted-by":"crossref","first-page":"64","DOI":"10.5465\/ame.2003.11851845","article-title":"Nurturing interpersonal trust in knowledge-sharing networks","volume":"17","year":"2003","journal-title":"Academy of Management Perspectives"},{"issue":"2","key":"key2021111212435119100_ref002","doi-asserted-by":"crossref","first-page":"209","DOI":"10.1080\/02650487.2008.11073052","article-title":"Exploring the relationship between celebrity endorser effects and advertising effectiveness: a quantitative synthesis of effect size","volume":"27","year":"2008","journal-title":"International Journal of Advertising"},{"issue":"1","key":"key2021111212435119100_ref003","first-page":"73","article-title":"Expectancies towards alcohol consumption in Bucaramanga, Colombia","volume":"136","year":"2008","journal-title":"Revista medica de Chile"},{"issue":"1","key":"key2021111212435119100_ref004","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1002\/mar.20761","article-title":"Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement","volume":"32","year":"2015","journal-title":"Psychology and Marketing"},{"key":"key2021111212435119100_ref005","first-page":"557","article-title":"Authenticity under threat: when social media influencers need to go beyond self-presentation","volume":"117","year":"2018","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2021111212435119100_ref006","doi-asserted-by":"crossref","first-page":"127","DOI":"10.1108\/10610420910949022","article-title":"Adoption of electronic medical records: the role of network effects","volume":"18","year":"2009","journal-title":"Journal of Product and Brand Management"},{"key":"key2021111212435119100_ref007","volume-title":"Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business","year":"2019"},{"key":"key2021111212435119100_ref008","unstructured":"Bailis, R. 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