Comparing Effectiveness of Display Ads and Influencer Marketing
on Pinterest

D 2019

Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

MLADENOVIĆ, Dušan, Ishtiaq Ahmad DANISH and Anida KRAJINA

Basic information

Original name

Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

Authors

MLADENOVIĆ, Dušan (688 Serbia, guarantor, belonging to the institution), Ishtiaq Ahmad DANISH (586 Pakistan) and Anida KRAJINA (70 Bosnia and Herzegovina, belonging to the institution)

Edition

Brno, Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019, p. 115-123, 9 pp. 2019

Publisher

Masaryk University

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

electronic version available online

References:

Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019

RIV identification code

RIV/00216224:14560/19:00113609

Organization unit

Faculty of Economics and Administration

ISBN

978-80-210-9565-6

Keywords in English

influencer marketing pinterest display ads e-commerce dropshipping

Abstract

V originále

Social media is becoming an integral part of our everyday business life. Individuals are spending hours on social media, either through their smartphones or computers. The goal of this research paper is to investigate and analyse the social media marketing tactics focused on the Pinterest platform in the context of a real e-commerce website. A so-called split test will be performed between influencer marketing and display ads and respective results in the form of metrics and sales will be presented. The results indicated that influencer marketing is significantly more effective marketing channel in comparison to various types of display ads on Pinterest. Main limitations of this study are that Pinterest is a relatively new marketing channel implying that not much of the research has been performed so far – leading to very vague theoretical foundations of the concept. Secondly, while identifying the characteristics of influencer marketing, the focus has been on influencers working in the niche of fashion and lifestyle, which naturally does not show the whole scope of influencer marketing on Pinterest. Promising venue for the future studies is the eventual test the integration of influencer marketing and display ads, contrary to this study.

Links

MUNI/A/1155/2018, interní kód MU

Name: The Widespread Influence of Cultural Differences on Digital Marketing

Investor: Masaryk University, Category A

Citovat

MLADENOVIĆ, Dušan, Ishtiaq Ahmad DANISH and Anida KRAJINA. Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest. Online. In Ing. Petr Mikuš, Ph.D. Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019. Brno: Masaryk University, 2019, p. 115-123. ISBN 978-80-210-9565-6.

@inproceedings{1644318,
   author = {Mladenović, Dušan and Danish, Ishtiaq Ahmad and Krajina, Anida},
   address = {Brno},
   booktitle = {Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019},
   editor = {Ing. Petr Mikuš, Ph.D.},
   keywords = {influencer marketing pinterest display ads e-commerce dropshipping},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Brno},
   isbn = {978-80-210-9565-6},
   pages = {115-123},
   publisher = {Masaryk University},
   title = {Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest},
   url = {https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf},
   year = {2019}
}

TY  - JOUR
ID  - 1644318
AU  - Mladenović, Dušan - Danish, Ishtiaq Ahmad - Krajina, Anida
PY  - 2019
TI  - Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest
PB  - Masaryk University
CY  - Brno
SN  - 9788021095656
KW  - influencer marketing pinterest display ads e-commerce dropshipping
UR  - https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf
L2  - https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf
N2  - Social media is becoming an integral part of our everyday business life. Individuals are spending hours on social media, either through their smartphones or computers. The goal of this research paper is to investigate and analyse the social media marketing tactics focused on the Pinterest platform in the context of a real e-commerce website. A so-called split test will be performed between influencer marketing and display ads and respective results in the form of metrics and sales will be presented. The results indicated that influencer marketing is significantly more effective marketing channel in comparison to various types of display ads on Pinterest. Main limitations of this study are that Pinterest is a relatively new marketing channel implying that not much of the research has been performed so far – leading to very vague theoretical foundations of the concept. Secondly, while identifying the characteristics of influencer marketing, the focus has been on influencers working in the niche of fashion and lifestyle, which naturally does not show the whole scope of influencer marketing on Pinterest. Promising venue for the future studies is the eventual test the integration of influencer marketing and display ads, contrary to this study.
ER  -

MLADENOVI$\backslash$'C, Dušan, Ishtiaq Ahmad DANISH and Anida KRAJINA. Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest. Online. In Ing. Petr Mikuš, Ph.D. \textit{Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019}. Brno: Masaryk University, 2019, p.~115-123. ISBN~978-80-210-9565-6.

Detailed Information on Publication Record