No Comments from You: When Influencers turn off comments. (Daniels & Wu, 2024)

Welcome to Revise and Resubmit, the podcast where we dissect the latest in research and take a deep dive into what’s shaping the world of academia and beyond. Today, we’re tackling a topic that strikes at the heart of social media dynamics-“No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments.” This study, authored by Michelle E. Daniels and Freeman Wu, was published in the prestigious Journal of Marketing (doi.org/10.117...) by the American Marketing Association and Sage.
In a world where influencers thrive on engagement, many are choosing to turn off the very thing that keeps their followers talking-comments. The reasoning seems clear: to protect mental health and prevent cyberbullying. But as this research reveals, there’s more at stake than meets the eye. Across seven studies, Daniels and Wu uncover a fascinating twist-when influencers disable comments, they risk alienating their audience, who see them as less sincere and less open to feedback. Even more intriguing is that these negative perceptions spill over into how persuaded we are by their content. It’s as if the absence of comments becomes a barrier to trust.
So, where does this leave influencers caught between the desire for self-protection and the need for engagement? Is there a way to balance both, or are they destined to lose the connection with their audience by hitting the mute button?
Before we dive into these questions, let’s take a moment to thank the authors-Michelle E. Daniels and Freeman Wu-and the Journal of Marketing for this eye-opening study. Now, what do you think-can influencers thrive in a world without comments, or is the conversation too valuable to silence?
Reference
Daniels, M. E., & Wu, F. (2024). No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments. Journal of Marketing, 0(0). doi.org/10.117...