A comparison of Social Media Influencers’ KPIs Patterns Across Platforms
Brand managers increasingly incorporate influencer marketing in their marketing strategies. Yet, 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 KPIs (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 detect differences in Double Jeopardy effects (reverse, classic, and no Double Jeopardy) between mature, growing and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.
CitationPourazad, N., Stocchi, L., Narsey, S. (2023) "A comparison of Social Media Influencers’ KPIs Patterns Across Platforms". Forthcoming in the Journal of Advertising Research.
Empirical generalisations in customer mindset metrics
Customer mindset metrics have yet to be extensively tested for Double jeopardy (DJ) and the duplication of purchase law (DoP) and so we analyse survey data (n=1,862) in three repertoire and two subscription markets to determine whether brand awareness and brand consideration follow the patterns. We vary the analysis across four age groups to ensure examination of many sets of data so that findings are robust. Our study provides plausible explanations for differing DJ slopes and duplication partitions, as well as numerous theoretical and managerial implications.
CitationMecredy, PJ, Wright, MJ, Feetham, PM & Stern (2021) 'Empirical generalisations in customer mindset metrics'. Forthcoming in the Journal of Consumer Behaviour.
