Time-sensitive “teacher”: A longitudinal model of follower contributions on educational social media influencers based on S–O-R framework

Abstract

Social media influencers (SMIs) always garner considerable attention from academia and industry. Within this group, however, educational social media influencers (Edu-SMIs) are facing challenges brought by their followers. Thus, this study considered the followers' perspective to explore how Edu-SMIs manage their relationships with followers and activate their followers’ value in order to achieve successful commercialization. After utilizing an S–O-R framework, this study conducted a longitudinal model analysis to explain how followers contribute to their Edu-SMIs. The findings demonstrate that Edu-SMIs emphasize the cognitive and affective aspects of their followers simultaneously in both the short term and the long term. The strategies of relationship management and commercialization vary depending on the time factors. Based on such findings, this study extends the current studies on SMIs and discusses several practical implications related to how Edu-SMIs sustain a stable relationship with their followers and achieve successful commercialization.