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Measuring the effectiveness of peer-to-peer influencer marketing in an integrated brand campaign
Journal of Digital & Social Media Marketing,
8
(1),
85-95
(2020)
Abstract
In response to consumers seeking information from sources other than advertising, brands, particularly those in digital and social media marketing, are increasingly adding both paid and unpaid influencer marketing campaigns into their integrated marketing communications. This paper evaluates both digital advertising and a peer-to-peer influencer strategy within an integrated brand campaign using the social media performance model (SMPM). In a wide range of other settings, the SMPM has identified significant relationships between organic social media variables for both nonprofit and for-profit business-to-consumer and business-to-business brands as well as paid social (Facebook, Twitter, Instagram), e-mail spend and Google AdWords spend that have led to a scientific measurement outcome. As new relationships are discovered from the findings here, the SMPM enables data-driven strategies that can be used to influence key performance indicators achieved through a wide range of digital and non-digital marketing efforts.
Keywords: influencer marketing; return on investment; advertising effectiveness; social media impact
The full article is available to subscribers to the journal.
Author's Biography
Joann Sciarrino is the Isabella Cunningham Endowed Chair in Advertising and Director of the Stan Richards School of Advertising and Public Relations in the Moody College at the University of Texas at Austin. Prior to working in academia, she was Executive Vice President for BBDO North America, where she led a successful team that provided research, analytics and modelling solutions for more than 30 global clients, most notably AT&T, Starbucks and Hyatt.
Gary B. Wilcox is the John A. Beck Centennial Professor in Communication at the Stan Richards School of Advertising & Public Relations. He is also an associated faculty in the Department of Statistics & Data Sciences and the Center for Health Communication at UT Austin. Dr Wilcox holds a PhD from Michigan State University and two degrees from UT Austin. His recent research interests include unstructured data analysis, social media analytic models and advertising’s effects on alcohol products and brands.
Arnold Chung is data science consultant at Accenture. He is consulting with Fortune 500 companies and provides holistic solutions to business clients with a Big Data and machine-learning perspective. He holds a PhD and MA from the University of Texas at Austin.
