How Can Influencers Boost Consumer Engagement?

Join us for a roundtable discussion with Jaeyeon (Jae) Chung, William S. Mackey Jr., Distinguished Assistant Professor, and her fresh perspective on today's social media and the influencers who dictate consumer engagement. Influencer marketing is a billion-dollar industry, and its recent meteoric rise has sparked curiosity about which factors make some influencer posts more popular than others. In a new paper, Dr. Chung analyzed more than 55,000 Instagram posts from the top 763 influencers worldwide during a six-month period and discovered that posts that read as more authentic to the influencer, for example, posts that show close family or friends, receive the highest engagement. They offer considerations for how to harness their findings to improve brand-influencer post success.

This event is open to all Rice Business students, alumni, Rice Business Partner members, and guests. The registration will close at 5 p.m. CT on February 12, 2025.