The Challenging Process of Measuring Influencer Marketing Performance

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This research aims to increase knowledge on what kind of processes companies have in measuring influencer marketing, and the biggest challenges of such measuring in terms of sales and ROI. The research is limited to small and medium-sized (SME) Finnish companies operating in the food industry that use or have used influencer marketing. In SME companies, budgets are usually tighter, thus measuring performance is extremely important. To address the research problem, it is approached by seeking answers to the research question of “how influencer marketing campaigns’ performance is measured, and what are the biggest challenges in the measurement process?”. To answer the research question, a multi-case study methodology is used and empirical data through six qualitative semi-structured interviews was collected. The primary data analysis method is thematic coding with an abductive approach. For the purpose of primary research, literature on influencer marketing, influencer marketing measurement, and performance measurement system were examined and integrated into the empirical findings of this study.