5. Discussion & conclusion
5.3 Limitations and future research proposals
It is important to note that this thesis, as any other research, is not without limitations and therefore also provide many opportunities for future research. For example, the sample size of the dataset is relatively small with 61 submitted respondents (139 interrupted responding) and therefore findings cannot be fully generalized, but rather used as benchmarking guideline. One reason for high interruption might be the length of the online form and the type of questions as the topic required thoughtful responses.
Influencer marketing is done via social media platforms, blogs and podcasts. These channels have their own characteristics like different influencers, content form and type, audience behaviour and their interaction possibilities, and most importantly the metrics provided by the platform. As this study was looking for generalized metrics to be used for measuring achievement of the objectives, the results cannot be transferred as such without evaluation of the metrics, as the methods and name of the metrics diverse across the channels. Also, respondent's metric choices per objective might be influenced by the readily available metrics in social networks’ own free analytics tool. Therefore, it is recommended for marketers to make also their own evaluation of the needed key and supportive metrics according to the campaign objective. Finally, the study has been focusing on analysing blogs,
Instagram, podcast, and YouTube. TikTok, which represents a growing platform for influencer marketing, was not taken into account on this study, but it is recommended to include it in future studies.
This study also raises additional suggestions for future research. As already some of the influencer marketing channels are seen more suitable over another for achieving a specific objective, it would be worth to study whether metric choices for measuring the outcome of the objective per channel would change. Also, more research about influencer type and content specificity, as well as cross-platform comparison, can offer vast potential for future studies when investigating the most successful combination for the achievement of campaign objectives. Then, there are several cases of influencers producing content in multiple channels. Evaluating the impact of multi-channels campaigns could reveal interesting insights for marketers.
In previous studies, as in this thesis, the preference towards quantitative metrics in marketers' metrics choices were visible. Therefore, qualitative metrics should be researched in more depth for increasing their standardized use in practice. Also, metrics provided beyond social media channels should be taken into consideration. Borchers & Enke (2021) have stated that influencers fulfil the need of various functioning partners from brand’s perspective (e.g., creative agencies, advertising and journalistic media, testimonial givers, and opinion leaders). Metrics defined in the context of these functioning partners should be studied further in the context of influencer marketing. In general, it is desirable the creation of a more systematic analysis process for evaluating the outcome of the influencer marketing campaign performance. This could help in the future to better understanding the influencer marketing phenomenon and to possibly generating a bigger impact in long-term for brand and firm performance.
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Statista (2021a) Marketing channels yielding highest return on investment (ROI) according
Statista (2021a) Marketing channels yielding highest return on investment (ROI) according