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Social Media Influencer Survey Analysis
I helped run a series of surveys and data analyses to determine if an influencer's follower count and post authenticity had any effect on someone's perception of the post.
Social Media Influencer Survey Analysis
Position: UVU MBA Student - Marketing Emphasis
Questions we tried to answer:
1. When running an influencer campaign, are Macro influencers or Micro influencers more effective?
2. Does authenticity matter and does more authenticity translate to higher traffic?
Conclusion:
Micro Influencer:
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Less than 100k followers.
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Under greater pressure to preform more authentically.
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More prone to be viewed as ‘scammy.'
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Have a more intimate relationship with their audience because their audience expects it.
Macro Influencer:
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More than 100k followers.
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Benefit from their established public reputation to get millions of followers.
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Are more likely to get away with ‘scammy’ posts because their audience expects it from them.
Data Tests Used:
2-Way ANOVA
Cluster Analysis
Linear Regression
Multinomial/Binomial Regression
Linear Regression Data:
