Written by: Noe Moreno
On April 11th, 2024, College of Business Marketing Department Graduate Assistant Ahmed Amjad presented his research findings at the Institute for Global Business Research Spring 2024 Conference. Ahmed’s research paper, “Understanding Influencer Marketing and Power of Influencers: Key Insights on Challenges, Metrics, and Realities”, was co-authored with Dr. Ismet Anitsal, Marketing Department Head, and Dr. M. Meral Anitsal, professor at Tennessee Tech University.
Ahmed’s research paper highlights the disruption and impact influencers have made on the marketing world. Beginning when influencers gained popularity and developed into one of the most effective marketing strategies used today. The research addresses “… the realm of influencer marketing, scrutinizing its inherent challenges, measurement metrics, and practical realities … to unravel the complex landscape of influencer-brand relationships.” It examines “the critical aspects influencing consumer trust and brand engagement within the context of influencer collaborations.” It also investigates “… the diverse measurement methodologies and key performance indicators (KPIs) used to quantify influencer marketing initiatives’ effectiveness and return on investment (ROI).”
“As brands and marketers allocate substantial budgets to harness the power of influencers, it is crucial to scrutinize the underlying dynamics to discern what works and what does not. This study seeks to address a series of pivotal questions. … A detailed discussion of the inherent challenges, such as influencer fraud, diminishing authenticity, and ethical concerns that threaten to undermine its effectiveness, will help shape the managerial implications included. This research will also provide a model of influencer marketing and some propositions.”
Overall, the research covers a variety of aspects within the complexity of the growing influencer marketing strategy. It ranges to cover measurement metrics, influencer-brand relationships, consumer trust, and effectiveness.
Regarding his experience, Ahmed stated, “The experience of writing my first ever research paper was truly humbling, from the intricacies of paper formatting to rewriting the title 50 times, I truly learned a lot, but also enjoyed each and every second of the journey.”
Dr. Ismet Anitsal says, “I would like to offer my heartfelt congratulations to Ahmed on the delivery of an outstanding presentation for his first research project. His commitment to understanding the complex details of the project throughout the semester has clearly paid off. I commend his dedication and urge him to persist in his pursuit of excellence.”
The Marketing Department is proud of Ahmed’s research and findings and extends its congratulations on an excellent presentation.