Date of Publication :17th January 2024

Abstract: Social media has become an essential tool for businesses, organizations, and individuals to reach their target audience, promote their brands, and engage with their communities. Users, who accumulate a large following through a visual and textual narration of their personal life and lifestyle in posts and videos, are called influencers. Advertisers select and reimburse influencers for their sponsored content based on the engagement, as key performance indicators (KPIs), generated by their posts. This research provides insights for both: advertising companies and scholars. It contributes to literature by critically reevaluating current impact success measurements of sponsored influencer brand content on Instagram. Since its inception in 2010, Instagram has become increasingly popular as a social media platform. It is considered one of the leading social media platforms for sharing photos and videos, with high engagement rates among the users. Measuring the impact of sponsored content on Instagram is essential to evaluate the success, to determine the return on investment of the social media effort, and also to be able to make well-founded decisions about future investments. Consequently, adducted metrics of success measurement should be valid, objective and with little possibility to be manipulated by the influencer.

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