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.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW 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
Tags International impact, Reviewed
Changed by Changed by: Mgr. Daniela Marcollová, učo 111148. Changed: 14/4/2020 12:40.
Abstract
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 MUName: The Widespread Influence of Cultural Differences on Digital Marketing
Investor: Masaryk University, Category A
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