Measuring Influence Key Metrics for Successful Influencer Marketing Campaigns With Sentiment Analysis

Abstract

This study discusses the difficulty of measuring the success of influencer marketing, an effective strategy for attracting the attention of a specific demographic. The study's key issue is the lack of current knowledge about the most important measures used in influencer marketing. The goals of the study are to define influence, classify influencers, and establish metrics for measuring impact, audience size, response rate, and ROI. Practical advice for data collecting, analysis tools, and campaign goal design is provided, in addition to a thorough literature study and case studies of successful influencer marketing initiatives. Specifically, this chapter focuses on how marketers may use sentiment analysis to better understand how their target audiences feel about their brands and how they perceive their own products and services.