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Gudusey, Antonette Lenitha (2025) The Rise of Digital Marketing in the Era of Mobile-Driven Digitalization: Shifts from Traditional to Interactive Advertising. Masters thesis, Dublin, National College of Ireland.
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Abstract
The research reviews the role of social media algorithms when recruiting influencers or making the marketing process more effective, with special regard to the content of short-format videos on YouTube Shorts, TikTok, and Instagram Reels. With the algorithmic visibility theory, parasocial relationship theory, and the consumer trust theory, the research examines the algorithmic aspects of platform-specific factors on engagement rates and brand outcomes, including frequency of posting, emotionality, and shareability. It was a quantitative study, and secondary data of potential influencers and brands on three platforms were analysed and compared using descriptive statistics, correlation, and tests to unpack short-form and conventional marketing formats. The results showed that short-form content that is optimized to suit algorithms is always more successful than the typical influencer marketing average in reach ( +37 percent), CTR, engagement on every 1,000 views ( +22 points), and conversions (+26 percent). Most profitable improvement after the campaigns was made by brands in visually centred industries, specially fashion and cosmetics ones, and cross-platform strategies could enhance the introduction impact even more. In contrast to the widespread industry beliefs, metadata optimization, including superfluous usage of hashtags, did not correlate with, even remotely, engagement, supporting the significance of the content quality and behavioural cues instead.
The study brings an original contribution to scholarship by combining both aspects of algorithmic mechanics and influencer recruitment practices, showing that algorithms become such active co-producers of marketing value in contrast to passive distributors of content. In practice, it provides evidence-based insights into how brands should focus more on creators who engage in frequent posting routines, sincere connections with the audience, and flexibility in mobility across platforms. This dissertation contributes to the body of knowledge on algorithm-mediated marketing systems. It bridges the gap between empirical performance measures and theoretical knowledge that will help inform the need to adopt an adaptive approach to the marketing environment.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Barone, Gaia UNSPECIFIED |
| Uncontrolled Keywords: | Social media algorithms; influencer marketing; short-form video; algorithmic visibility; engagement metrics; cross-platform strategy |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > Economics > Business H Social Sciences > HF Commerce > Marketing > e Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks |
| Divisions: | School of Business (- 2025) > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 16 Dec 2025 15:26 |
| Last Modified: | 16 Dec 2025 15:26 |
| URI: | https://norma.ncirl.ie/id/eprint/9044 |
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