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Title:
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ANALYSIS OF THE IMPACT OF LOCAL DIGITAL INFLUENCERS ON SALES AND SOCIAL MEDIA ENGAGEMENT FOR A SMALL ELECTRONICS ACCESSORIES STORE |
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Author(s):
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Janaína Terras Cesconetto and Ciro Antonio Fernandes |
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ISBN:
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978-989-8704-73-3 |
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Editors:
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Adriana Backx Noronha Viana and Pedro Isaías |
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Year:
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2025 |
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Edition:
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Single |
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Keywords:
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Influencer Marketing, Small Businesses, Sales Conversion, Return on Investment |
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Type:
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Regular Paper |
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First Page:
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15 |
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Last Page:
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19 |
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Language:
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English |
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Cover:
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Full Contents:
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Paper Abstract:
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This study analyses the impact of local digital influencers on the social media engagement and sales of a small electronics accessories store. Through a quantitative approach, the research evaluates the effectiveness of partnerships with nano and macro-influencers, analyzing metrics such as reach, engagement, follower growth, and sales conversion during a defined period (September to November 2024). The results demonstrate that nano-influencers outperform macro-influencers in generating authentic engagement and sales, even though they have smaller audiences, achieving a remarkable ROI of 1663% in one case. Key findings put focus on the major drivers of influencer authenticity, audience alignment, and tailored content strategies that can push measurable commercial outcomes. It gives practical insights for small businesses in strategically choosing their influencers and constantly monitoring their performance to get the best outcome of their marketing investments. |
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