Influencer marketing
: criteria for the choice of an influencer

  • Maria do Carmo Marques da Silva Simões Marrana (Student)

Student thesis: Master's Thesis


The relevance of influencer marketing has been growing in the last years. This assignment has the purpose of identifying what criteria should be taken into account when analysing influencers for marketing campaigns on social media. As such we did a literature review in order to identify the criteria indicated in previous studies as being important in the choice of social media influencers. Taking into account this information, we analysed a data base with influencer marketing campaigns, classified all these influencers according to the identified criteria and compared the campaign results according to the metrics identified in the literature. The results showed that the criteria indicated by the literature that have a bigger impact on the metrics analysed: are trustworthiness, profile saturation, credibility, and attractiveness. These criteria have a higher impact on engagement than on CPM. Taking into account that engagement measures the followers’ interactions with influencer content, that CPM measures the cost per thousand impressions, and that previous studies defined criteria based on their impact on consumers attitudes and behaviours, it is normal that the influencer choice criteria suggested in the literature have a more significant impact on engagement. However, it is important to note that there is an inconsistency between the criteria suggested in the literature and the metrics considered by companies. Thus, it is particularly relevant to analyse how influencer choice criteria affect CPM and engagement. We believe that this study can have an important contribution at this respect.
Date of Award30 Mar 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)


  • Social media influencer
  • Social media
  • Influencer marketing
  • Credibility
  • Engagement
  • CPM


  • Mestrado em Gestão

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