Measuring the effectiveness of peer-to-peer influencer marketing in an integrated brand campaign

Joann Sciarrino, Gary B. Wilcox and Arnold Chung
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Joann Sciarrino: Stan Richards School of Advertising and Public Relations, Moody College, University of Texas at Austin, USA
Gary B. Wilcox: Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, USA
Arnold Chung: Accenture Atlanta Innovation Hub, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 1, 85-95

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2020:v:8:i:1:p:85-95

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