Mapping and leveraging social networks’ influential members for ROI maximisation

Abstract

Purpose – This study determines the Return on Investment in online social networks’ micro-influencer marketing campaigns, a relatively new innovative form of word-ofmouth marketing for non-governmental organisations (NGOs). Design/Methodology/Approach – A test case was used to measure the contribution that an influential online social media member can have in achieving the NGO’s campaign goals. Findings – Results suggest that social media micro-influencers are NGO assets and are necessary for reaching campaign objectives, while also specifying in monetary terms the contribution of an influencer for a particular online social media campaign by finding his/her return on investment (ROI). Research Limitations/Implications – Limitations of this study emerge from a small sample of NGOs and influencers. Practical Implications – This study can be used by marketing professionals, both for NGOs and for-profit entities, to evaluate the return on investment (ROI) of individual influencers' contribution for a specific online social media campaign. Originality/Value – This study offers a practical methodology for the investigation of the return on investment from the cooperation of online social media microinfluencers for a specific campaign, both for NGOs and for-profit entities.