Strategies and effectiveness analysis of modern marketing methods: A comparative study based on influencer marketing and traditional advertising marketing

The university of Manchester, Manchester, England, M13 9PL, UK

^* Corresponding author: hongjie.liu@student.manchester.ac.uk

Abstract

This study examines the evolution of advertising from traditional media to social media platforms and analyzes how consumer engagement on different social media platforms impacts advertising effectiveness. Starting with advertising through print, then radio, TV, and later through digital channels, research traces back the historical development of advertising, focusing on unique characteristics of social media advertising. Through a comprehensive literature review of recent scholarly articles and industry reports, we investigate how platform-specific features and user experiences shape engagement with both social media content and embedded advertising. The study reveals engagement is highly context-specific; thus, each of the social media platforms provides a very particular set of experiences conditioning how users engage with and react to advertising content. When developing their social media marketing plans, advertisers should be sensitive to the differences between platforms in terms of the strategies applied for engagement. This paper concludes by providing a conceptual framework from which to think about the relationships between platformspecific engagement and the outcome of social media advertising. This research contributes to the increased volume of literature surrounding digital advertising and has practical implications for how marketers can maximize returns from their social media advertising activity in an increasingly fragmented, complex media environment.