How Influencer KPI Patterns Differ across Social Media Platforms

Member Only Access

Summary

Brands increasingly use social media influencers as part of their marketing strategy, yet methods for measuring their effectiveness and for choosing optimal partners are unreliable. New research analyzing the key performance indicators (followers and engagement) of 180 influencers, across five social media platforms, identifies patterns that marketers can use toward establishing partnerships with the right influencers.

Naser Pourazad (naser.pourazad@flinders.edu.au) is a lecturer in marketing at Flinders University in Adelaide, South Australia. He focuses on quantitative modeling and consumer decision-making analytics. His research interests include consumer psychology, brand management and digital technologies. Pourazad is currently leading studies on consumer behavior in digital contexts, in particular health-oriented, mobile applications and the adoption of Industry 4.0 technology—including machine learning and distributed ledgers in the health sector.

Lara Stocchi (lara.stocchi@unisa.edu.au) is a senior lecturer in marketing at UniSA Business, University of South Australia. She specializes in consumer buying behavior and consumer memory. Her current focus is on digital marketing, particularly the analysis of consumer perceptions and the use of mobile applications (apps) and social media. Stocchi is also interested in branding and the measurement of brand performance, advertising and market analysis.

Shreya Narsey (shreya.narsey@marketingscience.info) completed her masters at the University of South Australia in 2022. While doing her masters, she worked at the Ehrenberg Bass Institute as a marketing scientist undertaking market research projects for multiple brands across the world. Her primary research area of expertise is in digital marketing, with a focus on social media and branding. Narsey is currently working as a market research analyst within the services industry.