Abstract
This study examines the effectiveness of traditional marketing versus influencer marketing in shaping consumer behavior, increasing engagement, and driving sales. While previous research has explored various digital marketing strategies, a direct, data-driven comparison between traditional and influencer marketing remains limited. Using theoretical models, case studies, and empirical data, this study investigates whether influencer marketing yields a higher return on investment than traditional advertising methods.
The study incorporates key economic theories, such as Sherwin Rosen's "Superstar" model, network effects, and the role of social proof in digital influence. Furthermore, it examines how consumer psychology, engagement metrics, and social media algorithms affect marketing effectiveness. To determine the impact of each strategy on revenue generation, regression analysis was conducted using Kaggle datasets containing sales data, marketing expenditures, and influence engagement metrics.
As a result of the findings, TV advertising remains the most significant driver of sales, while radio advertising has little impact. Indirect or engagement-focused rather than revenue-generating social media marketing may have an indirect or engagement-focused impact on sales. Influencer marketing did not show statistically significant effects on sales, which challenges the assumption that collaborations with digital personalities directly lead to higher revenues.
In spite of the enhancement of brand visibility and engagement, traditional marketing remains the most effective form of marketing when it comes to direct financial returns, according to these results. It argues that businesses should optimize marketing budgets by balancing influencing partnerships with conventional advertising strategies. In the digital age, marketing investment decisions should be refined based on longitudinal effects, platform-specific variation, and evolving consumer trends.
Advisor
Mellizo, Philip
Department
Economics
Recommended Citation
Rwagasana, Mpore Edwige, "Influencer Marketing vs. Traditional Advertising: A Data-Driven Comparison of Consumer Engagement and Sales" (2025). Senior Independent Study Theses. Paper 11548.
https://openworks.wooster.edu/independentstudy/11548
Disciplines
Business Administration, Management, and Operations | E-Commerce
Publication Date
2025
Degree Granted
Bachelor of Arts
Document Type
Senior Independent Study Thesis
© Copyright 2025 Mpore Edwige Rwagasana