TY - JOUR
T1 - A Comparison of Social Media Influencers’ KPI Patterns across Platforms
T2 - Exploring Differences in Followers and Engagement On Facebook, Instagram, YouTube, TikTok, and Twitter
AU - Pourazad, Naser
AU - Stocchi, Lara
AU - Narsey, Shreya
PY - 2023/6/1
Y1 - 2023/6/1
N2 - 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.
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.
KW - social media influencers
KW - influencer marketing
KW - engagement
KW - followers
KW - endorsement
KW - double jeopardy
UR - http://www.scopus.com/inward/record.url?scp=85167355886&partnerID=8YFLogxK
U2 - 10.2501/JAR-2023-008
DO - 10.2501/JAR-2023-008
M3 - Article
SN - 0021-8499
VL - 63
SP - 139
EP - 159
JO - JOURNAL OF ADVERTISING RESEARCH
JF - JOURNAL OF ADVERTISING RESEARCH
IS - 2
ER -