Abstract Fashion and beauty brands leverage social media influencers to shape purchasing decisions, improve cost effectiveness, and reach wider audiences. New conventional wisdom has brands moving away from megainfluencers toward microinfluencers due to greater perceived relatability and trustworthiness. This study employs a novel computational approach integrating network analysis and computational text analysis to understand differences in content and its diffusion through mega- and microinfluencer Twitter networks. Findings debunk conventional wisdom that microinfluencers can best fill unique roles by forging intimate, emotion-laden interpersonal connections. While microinfluencers are more central to two-way dialogue within their networks, megainfluencers garner more affect directed toward them, indicating greater trust. Practical implications for the continued value of megainfluencers and the identification and development of promising microinfluencers are discussed.

中文翻译：

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太大卖不出去？巨型和微型美女与时尚社交媒体影响者之间网络和内容特征的计算分析

摘要时尚和美容品牌利用社交媒体影响者来制定购买决策，提高成本效益并扩大受众范围。新的传统智慧使品牌从更大的影响力转向微小的影响力，这是因为它们具有更大的可感知性和可信赖性。这项研究采用了一种新颖的计算方法，将网络分析和计算文本分析相结合，以了解内容的差异及其通过巨型和微型影响者Twitter网络的传播。这些发现颠覆了传统观念，即微影响者可以通过建立亲密，充满情感的人际关系来最好地扮演独特的角色。尽管微影响者在其网络中双向对话中更重要，但大影响者获得了更多针对他们的影响，表明了更大的信任度。