We investigate whether a firm’s decision on green bond issuances is influenced by the green bond issuances by other firms in the same industry. We find that a firm is significantly more likely to issue green bonds after observing that other firms in the same industry have previously issued green bonds. This effect cannot be explained by the issuer’s supplement to their previous issuances, incentive policies, and industry competition. Furthermore, we show that issuing green bonds can bring significant positive stock excess returns, which increases the motivation for institutional investors to learn and drive other firms in the same industry they hold to issue green bonds. Our findings indicate that the peer effect can be driven by social learning of the common ownership among firms and explain the reason for the rapid increase in green bond issuance.

To specify the peer effects that affect influencers’ sponsored content strategies, the current research addresses three questions: how influencers respond to peers, what mechanisms drive these effects, and the implications for social media platforms. By using a linear-in-means model and data from a leading Chinese social media platform, the authors address the issues of endogenous peer group formation, correlated unobservables, and simultaneity in decision-making and thereby offer evidence of strong peer effects on the quantity of sponsored content but not its quality. These effects are driven by two mechanisms: a social learning motive, such that following influencers emulate leading influencers, and a competition motive among following influencers within peer groups. No evidence of competition motive among leading influencers or defensive strategies by leading influencers arises. Moreover, peer effects increase influencers’ spending on in-feed advertising services, leading to greater platform revenues, without affecting the pricing of sponsored content. This dynamic may reduce influencers’ profitability, because their rising costs are not offset by higher prices. These findings emphasize the need for balanced strategies that prioritize both platform growth and influencer sustainability. By revealing how peer effects influence competition and revenue generation, this study provides valuable insights for optimizing content volume, quality, and financial outcomes for social media platforms and influencers.