How can firms improve the effectiveness of influence marketing? Nearly 75% of marketers today use influencers to spread word of mouth (WOM) about their products and brands on social media. However, despite the explosion of these social influencers, their effectiveness is still low: For an influencer on Facebook, the average engagement rate per post is .37%, and on Twitter, it is even lower at .05%. This presentation offers insights on steps companies can take to increase the effectiveness of sponsored blogging campaigns.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242919854374
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