Influencer selection in a data-driven age

: analysis of the impact of data on influencer marketing decisions: the case of the communication agency SA365

Abstract

This study explored the influence of data on influencer selection strategies within digital marketing campaigns, with a focus on the role of community managers. A case study approach was employed at the Portuguese communications agency SA365. Semi-structured interviews with community managers and relevant staff, along with participant observation and document analysis, provided insights into the decision-making process. Findings revealed that while data undeniably plays a pivotal role, a reliance on metrics alone is insufficient. Key performance indicators (KPIs) such as reach, engagement rate, and CPM (Cost Per Mille) were used to create an initial shortlist, followed by a qualitative assessment of factors including content style, authenticity, and brand alignment. Results highlight the need for a nuanced, holistic approach integrating both data and qualitative insights to ensure optimal influencer partnerships and campaign success.

Date of Award	15 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor)