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The more others care, the more you share? – Social contagion as a stardom trigger of social media superstars –

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  • Christopher Jung
  • Stephan Nüesch

Abstract

Emerging superstars on social media platforms reshape the media landscape. This research analyses social contagion as a stardom trigger of social media superstars (SMS). We argue that in addition to serving as a quality indicator, the number of observed consumers of SMS performances also indicates the suitability of discussing the SMS performances with others. We experimentally manipulated the number of previous views of a YouTube video and find that a high number of previous views significantly increases the perceived quality and the video’s discussion suitability even when holding all objective video characteristics constant. We discuss implications for aspiring SMS and (online) marketers.

Suggested Citation

  • Christopher Jung & Stephan Nüesch, 2019. "The more others care, the more you share? – Social contagion as a stardom trigger of social media superstars –," Applied Economics, Taylor & Francis Journals, vol. 51(9), pages 881-888, February.
    • Handle: RePEc:taf:applec:v:51:y:2019:i:9:p:881-888
    DOI: 10.1080/00036846.2018.1497849
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    Cited by:

    1. Budzinski, Oliver & Gänßle, Sophia & Lindstädt-Dreusicke, Nadine, 2021. "Wettbewerb und Antitrust in Unterhaltungsmärkten," Ilmenau Economics Discussion Papers 147, Ilmenau University of Technology, Institute of Economics.
    2. Barbos, Andrei & Kaisen, Joshua, 2022. "An Example of Negative Wage Elasticity for YouTube Content Creators," Journal of Economic Behavior & Organization, Elsevier, vol. 203(C), pages 382-400.
    3. Gänßle, Sophia, 2020. "Big data comes to Hollywood: Audiovisuelle Medienmärkte im digitalen Zeitalter," Ilmenau Economics Discussion Papers 144, Ilmenau University of Technology, Institute of Economics.

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