Influencer Marketing Vs Traditional Advertising: Which Is More Effective?

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@article{1717035,
      author = {Scott D. Clary},
      title = {Influencer Marketing Vs Traditional Advertising: Which Is More Effective?},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {10},
      pages = {3577-3583},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1717035.pdf},
      abstract = {This study examines the comparative effectiveness of influencer marketing and traditional advertising by analyzing their impact on consumer engagement, brand awareness, purchase intention, and return on investment. A survey of 156 consumers with documented exposure to both marketing formats was conducted alongside interviews with 18 marketing practitioners. Respondents evaluated recent influencer and traditional advertising campaigns across five product categories. Quantitative analysis using paired-samples t-tests and multiple regression revealed that influencer marketing generates significantly higher consumer engagement and purchase intention (source credibility β = 0.52, p < 0.01; content relevance β = 0.38, p < 0.01) than traditional advertising, driven primarily by perceived source credibility and content authenticity. Traditional advertising demonstrated comparable performance in broad brand recall (71% vs. 64%, p = 0.15) and remained effective for mass-market awareness objectives. ROI analysis indicated that influencer campaigns achieved a mean cost-per-engagement of $0.82 compared to $3.24 for traditional formats. The findings suggest that neither approach is universally superior; effectiveness is contingent on strategic objectives, target demographics, and product category. A hybrid approach integrating both methods is recommended for optimal marketing performance.},
      keywords = {Influencer Marketing, Traditional Advertising, Consumer Engagement, Brand Awareness, Advertising ROI, Source Credibility},
      month = {April},
      doi = {https://doi.org/10.64388/IREV9I10-1717035}
  }