Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F19%3A00113609" target="_blank" >RIV/00216224:14560/19:00113609 - isvavai.cz</a>
Result on the web
<a href="https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf" target="_blank" >https://webcentrum.muni.cz/media/3220002/sbornik-2019-105-converted.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Comparing Effectiveness of Display Ads and Influencer Marketing on Pinterest
Original language description
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.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019
ISBN
9788021095656
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
115-123
Publisher name
Masaryk University
Place of publication
Brno
Event location
Brno
Event date
Jan 1, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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