Indirect Marketing through Influencers on Social Media : Comparing Faceebok paid advertisement services to advertisement by influencers on social media

Abstract: Social media platforms are an increasingly popular advertising medium, because ofthe opportunities for targeted advertising they provide, but there are also opportunitiesto pay prominent content generators, known as influencers, to publicize brands.This thesis focuses on a case study with Truecaller, a Swedish mobile applicationcompany, advertising in Egypt through a sarcasm page on Facebook. Sarcasm isa very common trait in the everyday life in Egypt and Truecaller is an establishedbrand in the market. The results show that it is more cost effective to pay the sarcasmpage to joke with the company on Facebook, than paying Facebook to promotethe company’s page. The cost per impression was 27% lower, while the cost per userengagement was 31% lower and the cost per user reached was 5% lower. Overall thecampaign increased the number of average application downloads per day by 30%.