RT Journal Article
SR Electronic
T1 A Comparison of Social Media Influencers’ KPI Patterns across Platforms
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 139
OP 159
DO 10.2501/JAR-2023-008
VO 63
IS 2
A1 Naser Pourazad
A1 Lara Stocchi
A1 Shreya Narsey
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/2/139.abstract
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.