The impact of influencer marketing: A study on brand collaborations on instagram

This research aims to measure the impact of the engagement rate of different influencer tiers as nano, micro, mid-tier, macro, mega on different kinds of brands' influencer marketing campaigns on social media platform, Instagram. Even though there is research about influencer marketing from the perspective of consumers, there has not been much research on the engagement rate of different influencer tiers as the perspective of brands, for brands to create more effective social media marketing campaigns. In order to compare the engagement rate of different influencer tiers, the research methodology was designed with a quantitative analysis for the measurement of the engagement rate as the division of the sum of like, seen, comment on the selected social media content to the total number of followers of the selected influencer. Moreover, with a questionnaire conducted to marketing specialists, current strategies of influencer marketing learned and with the results of quantitative analysis, the research is aimed to be a guideline to marketing specialists on their following influencer marketing campaigns. Research is based on the research question; 'In order to create more effective social media marketing campaigns on Instagram; is working with which tier of influencers as nano, micro, mid-tier, macro, mega allows more engagement with consumers?' with the following hypothesis; 'For brands, working with nano influencers is more effective as well as allows more engagement with consumers than working with other tiers of influencers.' In the end, this thesis confirms the hypothesis' trueness as nano influencers acquire the most engagement rates.