Brand Sponsorship on Follower Engagement: A Difference-in-Difference Analysis of Social Media Influencers on Douyin

DOI

10.2991/978-94-6463-642-0_51How to use a DOI?

Keywords

Influencer marketing; brand sponsorship disclosure; social media engagement; Douyin; parasocial relationships

Abstract

As influencer marketing gains significance, comprehending the effects of brand sponsorship disclosure on follower engagement is essential for marketers and companies alike. This research examines the impact of official brand sponsorship announcements on follower engagement, specifically likes and comments, utilizing the Douyin platform as a case study. The analysis used a Difference-in-Difference (DID) methodology to examine two prominent influencers, Zhenzi and Haoge, during pre- and post-sponsorship eras. The results indicate that an official sponsorship disclosure markedly improves engagement, as evidenced by Zhenzi’s account receiving substantial gains in both likes and comments following the announcement.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shuying Xu
PY  - 2025
DA  - 2025/01/24
TI  - Brand Sponsorship on Follower Engagement: A Difference-in-Difference Analysis of Social Media Influencers on Douyin
BT  - Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024)
PB  - Atlantis Press
SP  - 489
EP  - 495
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-642-0_51
DO  - 10.2991/978-94-6463-642-0_51
ID  - Xu2025
ER  -