社交媒体影响者跨平台KPI模式的比较

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-05-05 DOI:10.2501/jar-2023-008

Naser Pourazad, Lara Stocchi, Shreya Narsey

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引用次数: 0

摘要

品牌经理越来越多地将影响者营销纳入他们的营销策略，但评估影响者的有效性和选择最佳合作对象的方法并不可靠。这项研究通过检查Facebook、Instagram、YouTube、TikTok和Twitter上180名有影响力的人的经典关键绩效指标（即粉丝数量和参与率）来解决这一不足。该分析基于35000多条帖子的样本，并考虑了影响者的专业领域。在关键发现中，作者发现了成熟、成长和变化的社交媒体平台在双重危险效应（反向、经典和无双重危险）方面的差异。研究结果对建立品牌和影响者之间的合作关系具有实际意义。

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A Comparison of Social Media Influencers’ KPI Patterns across Platforms

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.