Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising. / Eficacia del marketing influyente Vs la publicidad patrocinada por medios sociales.
Resumen
ABSTRACT
This study aims to assess the efficacy of social media advertising and influencer marketing, using sales, page engagement, brand perceptions and buying intentions as the dependent variables. To achieve the objectives of this study, the researchers ran six advertisements and opted to make use of the same adverts for both the influencer marketing and social media advertising campaigns. The findings of this study indicate that sponsored advertisements are more effective in generating post engagements than influencer marketing posts. Moreover, the study shows that social media users tend to save sponsored advertisements more than they save advertisements by influencers.
RESUMEN
Este estudio tiene como objetivo evaluar la eficacia de la publicidad en redes sociales y el marketing influyente, utilizando las ventas, participación de la página, las percepciones de la marca y las intenciones de compra como variables dependientes. Para lograr los objetivos de este estudio, los investigadores ejecutaron 6 anuncios y optaron por hacer uso de los mismos anuncios tanto para el marketing influyente como para las campañas publicitarias en redes sociales. Los hallazgos de este estudio indican que los anuncios patrocinados son más efectivos para generar interacciones con publicaciones que las propias publicaciones de marketing influyente. Además, el estudio muestra que los usuarios de las redes sociales tienden a guardar más los anuncios patrocinados que los anuncios provenientes de influyentes.
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