Project Title
Evaluating the Effectiveness of Organic versus Artificial Product Endorsement in Influencer Marketing
PI Names
Richard Lutz, Ph.D.
Valeria Marcia, Ph.D.
Institution and Department
UF Warrington College of Business, Marketing Department
This research project aims to explore two techniques of brand promotion that an influencer can employ: mentioning the brand organically in their content, or mentioning the brand artificially in their content, as well as which method results in higher engagement, and thus higher sales of the product. This research project also aims to determine consumers’ perceptions and attitudes towards both promotion techniques.
Using A/B testing, we plan to directly compare customer responses to organic, creative influencer campaigns as well as artificial, scripted influencer campaigns to draw insights and provide actionable recommendations for businesses.