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How Do Content Producers Respond to Engagement on Social Media Platforms? | Synapse

February 28, 2026

How Do Content Producers Respond to Engagement on Social Media Platforms?

Key Points

This research investigates the impact of engagement on users' behavior on social media platforms.
Conducted a large-scale field experiment using Twitter
Tracked user engagement and behavior changes
Analyzed data to assess the effects of likes and comments
Increased engagement leads to higher user activity
Engagement positively influences content sharing behavior
Behavioral changes persist beyond the initial engagement

Abstract

We examine how receiving engagement affects users’ subsequent behavior on social media platform, using a large-scale field experiment from Twitter.

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Authors

S

Simha Mummalaneni

H

Hema Yoganarasimhan

V

Varad V Pathak

Journals

Marketing Science

Actions

Institutions

University of Washington

William & Mary

Independent Sector

References and Citations

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Cite this study

Mummalaneni et al. (Thu,) studied this question.

www.synapsesocial.com/papers/69a287b00a974eb0d3c03a60 — DOI: https://doi.org/10.1287/mksc.2023.0178