Hello fellow researchers,
In recent years, influencer marketing has become an increasingly popular marketing strategy for brands to reach their target audience through social media. However, measuring the effectiveness of influencer marketing remains a challenge for marketers, especially when it comes to determining the ROI of their campaigns.
I am interested in discussing different approaches and methodologies to measure the effectiveness of influencer marketing. Some of the questions we could explore together are:
- What are the most relevant metrics to measure the success of influencer marketing campaigns?
- How can we differentiate the impact of influencer marketing from other marketing channels?
- What are the best practices to set clear and achievable goals for influencer marketing campaigns?
- How can we evaluate the quality and authenticity of influencer-generated content?
- What are the ethical considerations of influencer marketing, and how can we ensure transparency and accountability?
I look forward to hearing your insights and experiences on this topic. Let's discuss and learn from each other's expertise.
A number of journal articles use the source credibility model and/or source attractiveness model as a popular means to assess influencer marketing.
can measure their effectiveness based on number of followers at their social media account
Hello Asad Ullah ,
Thank you for starting this discussion. I have not researched this subject, but I have interest in it.
The questions you have presented are very important from my perspective. There are several papers in different journals, which approach influencer marketing, and having metrics related to marketing communication practices has been a huge challenge.
In any way, it seems that neither source credibility nor source attractiveness can lead to effectiveness (however, it is a guess; I do not know the papers that were mentioned by Rodney Duffett).
Effectiveness has less to do with engagement and more to conversion.
Best wishes,
Francisco Vieira
State University of Maringá, Brazil
I'd check out this book, just published, by highly credible sources: https://amzn.to/3oM9nbx
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