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While previous research has underscored the positive impact of the follower number on seller performance, little attention has been given to the structure of follower networks and their value implications. This research investigates two structural properties of follower networks\u2014network centralization and density\u2014and examines their main and contingent effects on sellers\u2019 sales performance.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A 13-month panel dataset of 1,150 sellers in Etsy, a social marketplace for handmade and vintage products, was collected and analyzed. A fixed effects model was adopted to validate the hypotheses on the main effect of centralization and density, as well as the moderating effects of two store attributes: store age and product diversification.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>We find that both network centralization and density negatively impact sellers\u2019 sales performance, and these effects vary across store age and product diversification levels. Specifically, the negative effect of network centralization is less pronounced for older stores than young ones, whereas the negative effect of density is more severe for stores with high product diversification.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research contributes to social commerce research by highlighting the significance of network structure, alongside network size, in assessing the value of followers and offers practical guidance for sellers in social marketplaces seeking to optimize their follower networks.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-07-2023-0601","type":"journal-article","created":{"date-parts":[[2024,5,15]],"date-time":"2024-05-15T06:26:07Z","timestamp":1715754367000},"page":"294-317","source":"Crossref","is-referenced-by-count":1,"title":["Value implications of followers in\u00a0social marketplaces: insights into ego network 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