PT  - JOURNAL ARTICLE
AU  - Naser Pourazad
AU  - Lara Stocchi
AU  - Shreya Narsey
TI  - A Comparison of Social Media Influencers’ KPI Patterns across Platforms
AID  - 10.2501/JAR-2023-008
DP  - 2023 Jun 01
TA  - Journal of Advertising Research
PG  - 139--159
VI  - 63
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/63/2/139.short
4100  - http://www.journalofadvertisingresearch.com/content/63/2/139.full
SO  - J Advert Res2023 Jun 01; 63
AB  - Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (i.e., the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.