Abhinav Pachpor SIP - V10 - first pages (2)-merged New.pdf

SUMMER INTERNSHIP PROGRAM REPORT | Abhinav Pachpor
Project Report
On
“A STUDY OF INFLUENCER MARKETING AND COMPARING THE
RESULTS / OUTCOME OF DIFFERENT CATEGORY INFLUENCER”
Completed at
“DATRUX SYSTEMS PVT LTD, BANGALORE”
By
ABHINAV PACHPOR
For the course MBA (MARKETING)
Under the guidance of
Prof. S. A. Undre
Submitted to
"Savitribai Phule Pune University"
In partial fulfillment of the requirement for the award of a Degree
Master in Business Administration (MBA)
Pune District Education Association’s
COLLEGE OF ENGINEERING, MANJARI (BK), Pune-412307Academic
Year 2022-23

Pune District Education Association’s
College Of Engineering, Manjari (Bk), Pune 412307
CERTIFICATE
This is to certify that Abhinav Sharad Pachpor is a bona fide student of this College.
As a part of the Pune University curriculum, he/she has undergone this project named
“A Study Of Influencer Marketing And Comparing The Results / Outcome Of
Different Category Influencers” at “Datrux Systems Private Ltd, Bangalore”
for the partial fulfillment of the requirement for the award of the Degree of “Master
in Business Administrator (MBA)” under "Savitribai Phule Pune University"
during the academic Year 2022-2023.
Project Guide Head of Department Principal
Prof. S. A. Undre Dr. A. S. Deshpande Dr. R. V. Patil

DECLARATION
I hereby declare that this Project entitled " A study of influencer marketing and comparing the
results of different category influencers " submitted by me to Savitribai Phule Pune University
for the award of the Degree of Master of Business Administration is my original work.
The findings of this report are based on the information collected by me. This project was
undertaken as a part of the course curriculum of the MBA program at the College of Engineering.,
Manjari (BK), Pune - 412 307.
I further declare that to the best of my knowledge and belief, this Project Report has not been
submitted earlier to this or any other university for the award of this or any other degree.
Place - Pune Abhinav Pachpor
Date –

ACKNOWLEDGEMENT
It is a matter of great satisfaction and pleasure to present this report on “A Study
of Influencer Marketing And Comparing The Results / Outcome Of Different Category
Influencers” completed at “Datrux Systems Private Ltd, Bangalore”. I take this
opportunity to owe my thanks to all those involved in my project. This project
report could not be completed without the guidance of my Guide Prof. Guide
Name and the Head of the Department Dr. Ajit S. Deshpande. Their timely
suggestions & encouragement have made it possible for me to complete this
project. All efforts might have gone in vain without their valuable guidance.
I am grateful to our Guide Prof. A.A. Deshpande and Prof S.A. Undre of the Pune district
association, College of Engineering, Manjari (bk), Pune, for their constant support, and
significant insights and for generating in us a profound interest in this subject that kept us
motivated during the entire duration of this project.
I would also like to express our sincere gratitude to the Head-Academics, and other faculties
of the College of Engineering, Manjari (bk), Pune, for their assistance and encouragement.
A good organization is a place that helps you to learn and grow. I am overwhelmed by the
support and guidance provided by the Chief Executive Officer at Qoruz Mr. Praanesh
Bhubaneshwar, My reporting managers Ms. Varsha Karanth, Ms. Shikha Prajapati, and
my colleague at Qoruz.
Last but not the least, I would like to extend our warm regards to our families and peers who
have kept supporting us and always had faith in our work.
Student Name and Signature
Abhinav Sharad Pachpor

OJECTIVE
The starting point of any Influencer Marketing campaign is Visibility, Branding,
Positioning, Traffic, Conversion, and Brand loyalty.
While making sure the above, understanding the requirements, and delivering on time
through effective communication within a short span of time. To learn the basics of
influencer marketing and to prepare me for the current marketing, business, and
economic environment.
Fig – Objectives of the Influencer Marketing
Fig – Showing the importance of the Influencer Marketing
To understand, learn and observe the importance and execution of the campaign joined this
organization as an intern.

List of Clients Dealt with During the Internship Period

EXECUTIVE SUMMARY
I remember trying to find an internship after the disaster of the covid pandemic which
would help me prepare for the upcoming challenges I will face in the business and
my part of that business. While going through college internship placement I applied
to Datrux Systems Private Ltd, Bangalore.
After applying for the internship, I received an interview call from the Human
resource manager at the organization. She asked questions about my expectations
from the internship and looked over my CV. She was looking for a person who is
willing to learn and is a Netizen and curious to explore the digital world and who
have good communication, Negotiation as well as convincing skill.
I realized this during the first few minutes of the interview. As I got selected, I
realized this was a crucial phase of my life. I was part of the Client Servicing and
Execution team in that organization.
The first phase of my internship was getting to know about the platform developed
by the company to help their clients, to know my mentors in the organization, and get
familiar with my fellow interns. I learned more about the Company’s profile, nature
of business, products, and services offered along with the competitors of the
company. For the first week, I got myself familiarized with the company and its inner
workings/culture properly.
The second phase of our internship started in the very first week. In this phase, I was
given extensive training in www.qoruz.com a platform developed by the company,
and understanding the requirements of the client. I have been taught to deal with the
client and individual service providers in this case influencers. I have been trained in
segmenting, targeting, and positioning the product in the market and converting the
probable prospects into a loyal customer base. While doing this I was dealing with a
creative team of the organization whose sole job was the ideation of the campaign. I
have learned the skill of making choices as I was dealing with and taking the decision
to choose the best suitable option from the available option.
In the Third phase of our internship, I was given training in the execution of the

campaign and how to make sure to get the things done in time and in a short span of
time provided to implement. I got a detailed face-to-face teaching session with the
mentor.
The fourth phase of the internship started with analyzing data and creating the report
and presenting it to the client. This activity is being conducted to showcase the
achievements achieved by the campaign and how we as influencer marketing
specialists and mediators, how helped the client to achieve their goals and make sure
that we build a lifelong business relationship
Then the internship thus came to an end after the submission of the task. Training
along with core learning regarding influencer marketing, this internship improved my
analyzing skills, implementing abilities, and observation skills.

INDEX
CHAPTER NO PARTICULAR PAGE NO
1 INTRODUCTION 1
• Examples of the famous early influencers 1
• Meaning and Definition 2
• Disadvantages 3
• Advantages 3
• Importance of Influencer Marketing 5
• Method / Types of Influencer Marketing 7
• Types of Influencers 8
• Growth of Influencer Marketing in recent Years 10
• Influencer Marketing Executive job description and requirements: 11
2 COMPANY PROFILE 12
• History of the company 12
• Board of directors/organization chart 13
• Vision 13
• Mission 13
• Services 13
• Product - https://www.qoruz.com 13
3 RESEARCH METHODOLOGY 15
• What is research? 16
• Objectives of the study 16
• Scope of the study 17
• Limitation of the study 18
• Data collection methods- primary and secondary 18

• The research methodology used in the present study 19
4 DATA ANALYSIS AND INTERPRETATION 20
• Definition and Meaning of D&I: 20
• About the campaign 23
• Execution of the campaign and the stats related to the same 24
5 FINDINGS AND SUGGESTIONS 31
6 CONCLUSION 32
7 BIBLIOGRAPHY 33

LIST OF FIGURES / DIAGRAMS
Fig/Dia
No
Figure / Diagram Particulars
Page
No
1 1905: Fatty Arbuckle and Murad Cigarettes 1
2 1931: Santa promotes Coca-Cola. 2
3 1950: The era of the Marlboro Man 2
4 Content Sweet Spot 3
5 Advantages of Influencer Marketing 4
6 Advantages and disadvantages comparison 4
7 Showing the importance and effectiveness of Influencer Marketing 5
8 Showing the importance and effectiveness of Influencer Marketing 6
9 Showing the types and methods of Influencer Marketing 7
10 Showing the types of influencers - Followership Wise 8
11
Inverted pyramid showing a decrease in the number of influencers from
Nano to Celebrity influencers
10
12 Growth of Influencer Marketing in recent Years 10
13 Product Logo 13
14 Screenshot of the home screen of the Platform/ Tool / Product 14
15
Screenshot of Social presence and stats of Amitabh Bachchan available
on www.qoruz.com
14
16 Process of research 15
17
Vidyarambham (Sanskrit: विद्यारम्भम्) – Kid with elders performing
pooja
23
18
Screen Shot of the Qoruz Report Dashboard – Overall Actual
Performance Data
24
19 Showing the overall Achievements of the campaign 30

LIST OF TABLES
TABLE
NO
TABLE PARTICULAR
PAGE
NO
1 Basic details of Organisation. Source – Ministry of Corporate affairs 12
2 Board of directors/organization chart 13
3 Showing the Comparison between data analysis and Interpretation 20
4 Showing the statistics of the influencer based on history 21
7 Showing the consolidated data of all the Influencers 23
8
Showing likes, Comments, Views, and Engagement Rate of the campaign
Influencer Wise
25
9
Showing the data of the Commercials Paid and CPV and CPE Influencer
wise
25
10
Final data Showing the Average and total number of views, likes,
comments, and ER achieved
29

LIST OF CHARTS
Chart No Chart Particular Page No
1 Showing the likes received (In numbers) – Influencer Wise 26
2 Showing the comments received (In numbers) – Influencer Wise 26
3 Showing the Views received (In thousand)– Influencer Wise 27
4 Showing the Engagement Rate (In Percent) – Influencer Wise 27
5 Showing the Commercials paid (In Thousands) – Influencer Wise 28
6 Showing the Cost Per View (In ₹)– Influencer Wise 28
7 Showing the Cost Per Engagement (In ₹) – Influencer Wise 29

1

1
INTRODUCTION
Influencer marketing has a much richer history than many people realize. The
earliest evidence of influencer marketing as a strategy date back to 105 BCE,
with Roman gladiators as the first iteration of “the influencer.” Other famous
early influencers include Fatty Arbuckle, The Marlboro man, and even Santa
Claus.
In recent years, influencer marketing has become the hot new strategy for brands
looking to expand their reach, increase brand awareness, and boost conversions.
In fact, a whopping 93% of marketers now practice influencer marketing. And
this tactic has proven to be so effective that, in 2020, 69.8% of marketers plan
to increase their influencer marketing budget.
When you think about it, the concept of influencer marketing has been around
for longer than many of us can recall. Before there were social media, people
relied on what they saw in print ads, radio, and television for product
recommendations. But even the earliest marketers figured out that featuring
influential people in their ads could sway the purchasing decisions of
consumers.
Today, we’ll walk through a brief history of influencer marketing and discuss
what lies ahead as we prepare to navigate the ever-changing social media
landscape.
• Examples of the famous early influencers
Fig 1 - 1905: Fatty Arbuckle and Murad Cigarettes

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Fig 2 - 1931: Santa promotes Coca-Cola.
Fig 3 - 1950: The era of the Marlboro Man
• Meaning and Definition
Influencer marketing is a type of social media marketing that uses endorsements
and product mentions from influencers–individuals who have a dedicated social
following and are viewed as experts within their niche.
Influencer marketing relies on social media stars and their ability to promote
products and services to their followers. All types of businesses can benefit from

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creating partnerships with social media influencers. Some partnerships are
temporary, while others can last for years with long-lasting results.
Influencer marketing allows big brands to attract more customers and enables
small businesses to scale up by getting them more visibility, which provides
higher ROI than other marketing channels.
Fig 4 - Content Sweet Spot
• Disadvantages
1) Wrong content with the wrong influencer will have no effect
2) Different KPIs should be considered when selecting influence.
3) Cooperation is often time-consuming and expensive
4) Influencer Fatigue
5) High Risk Involved
6) Consumes a Great Deal of Time
7) Wrong Influencer Marketing Mistakes Can Cost Your Brand
8) Working with the Wrong Influencers Can Do More Harm than Good
• Advantages
1) Builds credibility and shows authority.
2) Drives purchase decisions.
3) Helps cut through ad blindness.
4) Allows you to connect with audiences on their preferred platforms.
5) Greatly improves your ROI.

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Fig 5 – Advantages of Influencer Marketing
Fig 6 – Advantages and disadvantages compared

5
• Importance of Influencer Marketing
The Importance of Influencer Marketing in the “New Normal” Digital Industry
1) Increased trust and credibility
2) Improved conversion rates
3) Boosted audience engagement
4) Precise targeting
The 2020 global lockdowns were a major stimulating factor for online
commerce. TikTok has become mainstream; podcasts stick to our everyday life,
and Instagram is now shopping-oriented. Wherever possible, customers stay
away from advertising. We’ve been in a new stage of democratic media
consumption where customers select what they listen to and whom they trust.
This makes the digital marketplace become crowded. With the growth of the
attention economy, we witness a brand-new form of exchange where brands
find and acquire customer attention by creating interesting and appealing
content.
Influencers are your content production. They generate native advertisements
that tend to resonate well with customers, which can boost your advertising
performance and increase overall conversion. Then analysts can then find out
the best-performing influencer content and generate paid ads to run to a specific
target audience. As influencer content is considered more authentic, this usually
brings in better engagement and conversion rates.
Fig 7 – Showing the importance and effectiveness of Influencer Marketing

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Fig 8 – Showing the importance and effectiveness of Influencer Marketing

7
• Method / Types of Influencer Marketing
Fig 9 - Showing the types and methods of Influencer Marketing
1. Competitions and giveaways
Make sure that the rules are clear, so confusion won’t stop participants from
joining. That also guarantees that there’s no dissatisfaction among the audience
when the winners are revealed.
2. Sponsored content
Sponsored content is one of the most common marketing examples. Brands
contact influencers to ask whether they agree to endorse one of their products
or services or vice versa. The final product is often an image, video, or blog post
featuring your goods or services, based on the influencer’s channels you’ve
compromised.
3. Product and content collaborations
Several brands have partnered with influencers to co-create products or content.
This is often seen in the beauty and fashion industries, where influencers
produce their own line of accessories, clothing, or beauty products under the
brand.

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4. Takeovers on your platform
In a takeover, the brand allows the influencer to access its social media channels
for a specific period of time. Normally, the period lasts within one day, but some
last as long as a week for special events or occasions.
Influencers can produce day-in-the-life-of or behind-the-scenes posts, stories,
and videos to make your audience intrigued and engaged.
5. Reviews
One of the most popular influencer marketing practices of reviews includes a
brand providing its products or services to the influencer for free or the
influencer writing a review in exchange.
6. Long-term brand ambassadors
As the name mentions, a long-term ambassador is an influencer who works with
your brand for a specific period. You could consider them a “face” of your
brand, kind of how famous spokespeople work in traditional advertising
strategies.
• Types
Fig 10 – Showing the types of influencers - Followership Wise

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Generally speaking, there are five types of influencers. They are grouped based
on the size of their audience.
Knowing the different types of influencers will help you plan your budget and
strategy. Here’s the breakdown:
1. Celebrities
These are influencers with over one million followers.
Examples: BTS (IG: 47.1M followers)
Lionel Messi (IG: 242M followers)
Zendaya (IG: 102M followers)
Charli D’Amelio (TikTok: 121.8M followers)
Linus Tech Tips (YT: 13.7M subscribers)
2. Mega-influencers
These are influencers with 500,000 to one million followers.
Examples: Mark Manson (IG: 762K followers)
James Clear (TW: 530K followers)
3. Macro-influencers
These are influencers with 100,000 to 500,000 followers.
Examples: Elisabeth Akinwale (IG: 115K followers)
Lindie Botes (YT: 276K subscribers)
4. Micro-influencers
Examples:
Tim Soulo (TW: 27K followers)
Patrick Stox (TW: 12.9K followers)
Jyan Yoga (IG: 23.8K followers)
5. Nano-influencers
Examples:

10
SIDE NOTE. There is no universal standardization for these terms or their
audience sizes. You might find that they differ from other books and
articles.
Fig 11 – Inverted pyramid showing a decrease in the number of
influencers from Nano to Celebrity influencers
• Growth of Influencer Marketing in recent Years
• Fig 12 - Growth of Influencer Marketing in recent Years

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Influencer marketing stands among the most popular ways to grow a business.
Whether it’s through an Instagram influencer or a YouTube influencer, it’s a
strategy that has helped many companies raise brand awareness, increase their
reach, and boost sales.
Given its popularity and effectiveness, it should come as no surprise that the
influencer marketing market size has been experiencing tremendous growth
over the past few years.
• Influencer Marketing Executive job description and
requirements:
Love working with influencers and using social media?
We are seeking a digitally savvy, experienced marketing mind to develop and
execute our influencer marketing strategies and creative campaigns.
If you are a team player who displays a positive, professional attitude at all times
and knows the influencer world, then you are the person we are looking for.
Interest and passion for the Influencer marketing industry are a must!
Influencer Marketing Specialist duties and responsibilities
• Develop and execute influencer marketing strategies and creative
campaigns
• Identify and build relationships with prominent influencers and thought
leaders
• Attend relevant events for networking and business purposes
• Develop content ideas and write and curate content
• Research relevant industry experts, competitors, target audiences and
users
• Brainstorm new, creative approaches to influencer campaigns
• Keep abreast of emerging trends, technologies, and influencers
• Liaising with the marketing team to create and coordinate marketing
strategies that work across different channels
Influencer Marketing Specialist requirements
• Bachelor's degree
• Proven track record in outreach campaign strategies
• In-depth knowledge of the social media marketing industry
• Impeccable verbal and written communication skills
• Well-organized with great time management skills
• Outstanding project management skills
• Excellent interpersonal and relationship-building skills
• Networking aptitude

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COMPANY PROFILE
• History of the company
CIN Number: U74140HR2015PTC054664
Company Name:
Datrux Systems Private
Limited
ROC Where Company is Registered: Roc-Delhi
Current Company Status (for filing): Active
Company Registration Number: 54664
State: Haryana
Company Category: Company Limited by Shares
Class of Company: Private
Company Sub Category: Non-Govt Company
Date of Incorporation: 20-Feb-2015
Business Activity Code: 74140
Age of The Company: 7 Years 8 Months 14 Days
Table 1 – Basic details of Organisation. Source – Ministry of Corporate
affairs
Datrux Systems Private Limited is a Private Company, that was incorporated 7
Years 8 Months 14 Days ago on dated 20-Feb-2015. Datrux Systems Private
Limited is classified as a non-govt company and is registered at the Registrar of
Companies located in Roc-Delhi. As regards the financial status at the time of
registration of Datrux Systems Private Limited Company its authorized share
capital is Rs. 100000 and its paid-up capital is Rs. 100000.
As Per the Registration of the Company, It involves under Business Activity
Class / Subclass Code 74140, Main Activity of the said Company Datrux
Systems Private Limited is Business and management consultancy activities.
[this class includes the provision of advice, guidance, or operational assistance
to businesses. these activities involve public relations other than paid
advertisements, welfare and charity affairs, politics, and lobbying. activities in
connection with project management, planning, organization, management
information, etc. arbitration, and conciliation between management and labour.
also included are the activities of management holding companies.

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• Board of directors/organization chart
DIN DIRECTOR NAME DESIGNATION
DATE OF
APPOINTMENT
7073125 BALASUBRAMANIAN PRABAKARAN Director 2015-02-20
7072931 BHUVANESWAR PRAANESH Director 2015-02-20
Table 2: Board of directors/organization chart
• Vision
Create tools and intelligence that leverage social influence to strengthen brand-
consumer relationships and empower all the consumer-facing teams of your
business – marketing, market research, PR, communications, and customer
service.
• Mission
Enable brands to build genuine trust with their consumers by leveraging real-
world influencers as brand advocates.
• Services
Datrux Systems Private Limited is an influencer marketing agency, that aims
to reduce the gap between brands and influencers making sure the brand is
visible to the right audience via influencers.
• Product - https://www.qoruz.com
AI-backed and cloud-based Marketing tool – Free and Premium Payment
Structure. This platform is built to help influencer to get better deals and
maintain their communication with clients. On the other end, the platform helps
brands to find the best and most suitable influencer and get the best result out
of the marketing activity.
Fig 13 - Product Logo

14
Fig 14 - Screenshot of the home screen of the Platform/ Tool / Product
Fig 15 -Screenshot of Social presence and stats of Amitabh Bachchan
available on www.qoruz.com

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RESEARCH METHODOLOGY
• What is research?
Research is the careful consideration of study regarding a particular concern
or problem using scientific methods. According to the American sociologist
Earl Robert Babbie, “research is a systematic inquiry to describe, explain,
predict, and control the observed phenomenon. It involves inductive and
deductive methods.”
Inductive methods analyze an observed event, while deductive methods
verify the observed event. Inductive approaches are associated with
qualitative research, and deductive methods are more commonly associated
with quantitative analysis.
Research is "creative and systematic work undertaken to increase the
stock of knowledge". It involves the unbiased collection, organization,
and analysis of information to increase understanding of a topic or
issue. A research project may be an expansion of past work in the field. To
test the validity of instruments, procedures, or experiments, research may
replicate elements of prior projects or the project as a whole.
The primary purposes of basic research are documentation, discovery,
interpretation, and the research and development of methods and
systems for the advancement of human knowledge. Approaches to
research depend on epistemologies, which vary considerably both within
and between humanities and sciences. There are several forms of research:
scientific, humanities, artistic, economic, social, business, marketing,
practitioner research, life, technological, etc. The scientific study of research
practices is known as meta-research.
Fig 16 – Process of research

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• Objectives of the study
From weather forecasts to the discovery of antibiotics, researchers are
constantly trying to find new ways to understand the world and how things work
with the ultimate goal of improving our lives.
The purpose of research is therefore to find out what is known, what is not, and
what we can develop further. In this way, scientists can develop new theories,
ideas, and products that shape our society and our everyday lives.
The purpose of research is to further understand the world and to learn how this
knowledge can be applied to better everyday life. It is an integral part of
problem-solving.
Although research can take many forms, there are three main purposes of
research:
Exploratory: Exploratory research is the first research to be conducted around
a problem that has not yet been clearly defined. Exploration research, therefore,
aims to gain a better understanding of the exact nature of the problem and not
to provide a conclusive answer to the problem itself. This enables us to conduct
more in-depth research later on.
Descriptive: Descriptive research expands knowledge of a research problem or
phenomenon by describing it according to its characteristics and population.
Descriptive research focuses on the ‘how’ and ‘what’, but not on the ‘why’.
Explanatory: Explanatory research, also referred to as casual research, is
conducted to determine how variables interact, i.e., to identify cause-and-effect
relationships. Explanatory research deals with the ‘why’ of research questions
and are therefore often based on experiments.
• Scope of the study
1) General purpose of the study is to the effects of different categories
of influencers.
2) The population or sample that I am studying is of 5 influencers.
3) The duration of the study is a month.
4) The topics or theories that you will be discussing are the organic and
paid reach and impression of the influencers. While studying this I
would be discussing penetration, like, comments, etc.
5) The geographical location covered in the study is India - To be
specific to Tamil Nadu State.

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• Limitation of the study
1) Sample size/Sample bias. - As the sample size is only five, we can't
conclude anything in a very concrete way but this experiment helps
us to understand the general idea.
2) For example, let’s say 100 hundred people should participate in
your survey. Each person may give you individual results, but it does
not mean that the same results belong to the whole population.
3) Access to data. - We don't have access to all the campaigns these
influencers have been a part of. Conclusions are based on very
limited data to which we have access.
We will not always be able to go through all the resources. You can’t
gather all the data you want for my research since it will take a lot
of time. Because of it, my work might not cover each aspect.
4) Lack of time. - This campaign was live for a limited time based on
that span it is very difficult to conclude.
Often deadlines are the reason why your study and research might
not be complete. When we get a task, we have a limited amount of
time to do it. To get a good grade, we need to submit the assignment
prior to the deadline.
5) Financial resources. - Sometimes we need some equipment or
additional software to conduct the research. This might be a problem
since we don’t always have the sum we need.
6) Data collection. -There are different ways to collect data:
interviews, surveys, questionnaires, etc. The way you collect data
might be a real limitation since the answers and the results vary.
7) Method. - When we are finding new information, we use a specific
research method and research methodology. Different methods give
you various opportunities. Quality of the data you get often depends
on the method you choose.
8) Age of Data - If your study is based on secondary data, pay extra
care to the age of the data. Making current assumptions based on old
data represents a strong limitation.
9) Access to Literature - In the majority of cases, studies start when
researchers identify gaps in the literature and try to address them.
However, the identification or understanding that there is a gap
depends on the researchers’ level of access to the existing literature.
What may seem as like a research gap might be a huge
misconception simply because the person did not have access to a
larger range of scientific literature. Thus, access to literature can also
be a limitation.
10) Timing of Study - Are you investigating a phenomenon long after
it happened? Did you collect your data in a period that was not

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exactly suitable for respondents for some specific reason? All of
these are examples of how timing might represent a strong limitation
for studies.
11) Equipment - Imagine you are developing a study involving virtual
reality (VR). You can use many different VR devices, ranging from
very expensive ones (that have an extraordinary immersion
experience) to cheaper ones (that will provide an immersive
experience, but not as real). In other words, the type of device used
influenced the study results. So if you use equipment (e.g. devices,
products, etc.) you have to consider if the type used represents a
limitation or a strength of your work.
• Data collection methods- primary and secondary
Primary Data: www.qoruz.com and Instagram
Data that has been generated by the researcher himself/herself, surveys,
interviews, and experiments, specially designed for understanding and solving
the research problem at hand.
Secondary Data: www.qoruz.com , Instagram and Internet
Using existing data generated by large government institutions, healthcare
facilities, etc. as part of organizational record keeping. The data is then
extracted from more varied data files.
• The research methodology used in the present study
1) Quantitative Methods - Existing data.
For quantitative research, it’s quite important to describe the methods of data
collection. Include all the procedures, materials, and tools you've used to gather
data for your work.
We have a tool www.qoruz.com and Instagram - This tool can capture all the
data of the influencer's profile from Instagram, Twitter, YouTube, and
Facebook. This happens on a real-time basis.
This platform was built by Datrux's in-house team. The platform is able to
capture the is based on AI and cloud-based is there. This most advanced tool is
available to capture the matrix/ data in real time and can provide you the
accurate data.

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2) Qualitative Methods - Participant observation.
Provide the details about the observation. Here you need to describe the
approach you've selected and explain this choice thoroughly. Write about the
criteria you used to choose sources or participants.
We have selected MOM influencers available on Instagram for this purpose, the
reason is a mom is considered the closest entity to a 2.5-year-old kid and the kid
is totally dependent on her for all his/her requirement. Years of studies and
observation say that the mother of the 2.5-year-old kid is the best and the biggest
influencer affecting the decision for her infant.
I was working as an executive of the campaign and was working as an observer.
The methods of recording data were quantitative and qualitative.

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DATA ANALYSIS AND INTERPRETATION
• Definition and Meaning of D&I:
Table 3- Showing the Comparison between data analysis and
Interpretation

21
• Data Generated by the platform is as follows – Based on History
This data helps to take decisions and project the actual outcome of
the campaign. It’s not a mandate that the campaign would perform
the same as that of the following but this data can give us an idea of
the campaign might perform.
• Please refer to the following Charts to understand the potential
success of the campaign.
• Qoruz Score Formula – Company not willing to Publish
Table 4 – Showing the statistics of the influencer based on history
Interpretation – Looking at the data it seems that the influencer profile is
suitable for the campaign, this data helps in determining and gauging the result
we might get after the campaign is over.

22
suitable for the campaign, this data helps in determining and gauging the result
we might get after the campaign is over.
suitable for the campaign
This data is about the followers and their respective cities and country, this helps
to find the best influencers for the campaign based on the requirement of the
campaign location

23

24
• About the campaign
Number of Influencers – 5
Special requirement – Influencers with kids of the age 2.5 years and below
(Who have been a part of their Insta account feed)
Campaign Live date – Before Dashera
Deliverables – Reels and Stories + Visit to the Eurokids Centre In Tamil Nadu
Concept -
There is a tradition in Tamil Nadu, they put their kids into formal education
after taking the blessing of the gods and elderly. This activity happens every
year around the Dashera Festival in all houses with kids below the age of 2.5
years. The idea was to arrange these Puja/ Ceremonies at the EuroKids center
and the parents could admit their kids to EuroKids preschool for further
education.
Influencers were supposed to publish reels and stories around this occasion and
invite everyone to participate in the event happening in their nearby location
and also register for the event. Registration for the event creation of a lead for
the salesperson who can contact the parents and convince them to admit their
kids to EuroKids Pre-School. These Influencers will also meet the parents.
Influencer visit to the actual event was supposed to attract more parents as
Influencers are minor celebrities.
• Importance of Vidyarambham (Sanskrit: विद्यारम्भम्)
is a Hindu tradition, which introduces young children to the world of
knowledge, letters, and the process of learning. This ceremony can be
performed for a child between the age of 2-5 years. This ritual is usually
conducted on the last day of Navratri, i.e., on Vijayadashami day mainly in
Kerala where children are formally introduced to learning music, dance,
languages, and other folk arts.
Fig 17 - Vidyarambham (Sanskrit: विद्यारम्भम्) – Kid with elders
performing pooja

25
• Execution of the campaign and the stats related to the
same
Fig 18– Screen Shot of the Qoruz Report Dashboard – Overall Actual
Performance Data
Interpretation – Based on the data shown and the requirements of the
campaign, we have taken a decision and implemented the finding. Above is the
actual overall performance of the campaign after its execution.
The estimated performance and the actual performance of the campaign differ.
Daily engagement and views kept on increasing till the campaign span
Engagement is lower than expected on the other hand views are better than
expected.

26
As we have been studying the performance of the individual – The
following data helps us to understand the individual performance of an
Influencer
Table 8 – Showing likes, Comments, Views, and Engagement Rate of the
campaign – Influencer Wise
Interpretation – Influencers with a lower number of followers got fewer views,
likes, and comments. When it comes to the engagement rate, it has been
observed that influencers with a smaller number of followers – Mansa Chetan
got a better engagement as compared to others.
Table 9 – Showing the data of the Commercials Paid and CPV and CPE
Influencer wise
Interpretation – Nikita and Mansa have been observed to get better
engagement hence their cost per engagement is also less.

27
Graph 1 – Showing the likes received (In numbers) – Influencer Wise
Interpretation – Likes received by Anita and RJ Sindhu are thrice as compared
to others.
Graph 2 – Showing the comments received (In numbers) – Influencer
Wise
Interpretation – Nikita got the highest comments on the other hand Mansa got
zero comments. The number of comments Nikita got is almost four times of the
others.

28
Graph 3 – Showing the Views received (In thousand)– Influencer Wise
Interpretation – Anita got the highest number of views and RJ Sindhu got half
as compared to Anita. Everyone got views as per their followership. The effects
of followership are clearly visible in actual views.
Graph 4 – Showing the Engagement Rate (In Percent) – Influencer Wise
Interpretation – Engagement is not as per the followership they have.
Influencers who posted near the Dashera got more engagement. It can be said
that hashtags did help and as the ad was related to the Dashera it got more
engagement.

29
Graph 5 – Showing the Commercials paid (In Thousands) – Influencer
Wise
Interpretation – We have paid big influencers more and paid less to the small
influencers
Graph 6 – Showing the Cost Per View (In ₹)– Influencer Wise
Interpretation – Anita’s CPV was the highest and RJ Sindhu’s CPV was the
best among all.

30
Graph 7 – Showing the Cost Per Engagement (In ₹) – Influencer Wise
Interpretation – Mansa’s CPE was the best among all, on the other hand,
Sindhuja’s CPE was thrice as compared to Mansa’s.
Table 10 - Final data Showing the Average and total number of views,
likes, comments, and ER achieved
Interpretation – We have been able to view our ad to the expected audience of
229821 individuals and the average engagement rate is 2.14% which is good as
per industry standards.

31
Fig 19– Showing the overall Achievements of the campaign
Interpretation – As compared to traditional media campaigns this was able to
catch the actual number of the influenced people and CPV is far better than the
traditional media.

32
FINDINGS
• Looking at the data it seems that the influencer profile is suitable for
the campaign.
• Influencers' location and command over Tamil have played an
important role in the campaign.
• The estimated performance and the actual performance of the
campaign differed.
• Engagement and views kept on increasing till the campaign span,
which means if the content is appreciated on the platform IG pushes
it to more audiences as it is most likely that the audience might enjoy
it.
• Engagement is lower than expected on the other hand views are
better than expected. It means the videos were less engaging. next
time needs to work on the creative part of the campaign.
• Influencers with a lower number of followers got fewer views, likes,
and comments. When it comes to the engagement rate, it has been
observed that influencers with a smaller number of followers –
Mansa Chetan got a better engagement as compared to others. So,
engagement depends on the quality of the content on the other hand
views depend on the followership of the Influencers.
• Nikita and Mansa have been observed to get better engagement
hence their cost per engagement is also less.
• Likes received by Anita and RJ Sindhu are thrice as compared to
others. as they have more followers.
• Nikita got the highest comments on the other hand Mansa got zero
comments. The number of comments Nikita got is almost four times
of the others.
• Anita got the highest number of views and RJ Sindhu got half as
compared to Anita. Everyone got views as per their followership.
The effects of followership are clearly visible in actual views.
• Engagement is not as per the followership they have. Influencers
who posted near the Dashera got more engagement. It can be said
that hashtags did help and as the ad was related to the Dashera it got
more engagement.
• Anita’s CPV was the highest and RJ Sindhu’s CPV was the best
among all. If we create more quality content and post it on RJ
Sindhu's handle, we will get better engagement.
• Mansa’s CPE was the best among all, on the other hand, Sindhuja’s
CPE was thrice as compared to Mansa’s.
• We have been able to view our ad to the expected audience of
229821 individuals and the average engagement rate is 2.14%which
is good as per industry standards

33
SUGESSTIONS
1. Create an outline of your campaign goals and requirements. Detail
your desired outcomes at this stage and create metrics to track your
progress.
2. List influencers who align with these goals and requirements.
Analyze their niche and reach. Understand your audience
demographics and pick influencers who align with your target age,
sex, location or purchase patterns.
3. Calculate the engagement rate of these influencers. Select a bunch
of their branded posts, add the total number of likes and comments
under these posts, divide the total influencers’ number of followers,
and multiply the result by 100. Do this for at least 10 posts to
understand the average engagement rate.
4. Ensure that these selected influencers are relevant to your brand’s
offerings. Engagement rate is important, but your post being relevant
on their feed and to their audience should always take priority.
5. Choose influencers who share values with you and are authentic.
If you are an eco-conscious brand, you shouldn’t partner with an
influencer who promotes fast fashion or is not environmentally
conscious in their actions.

34
CONCLUSION
As a part of our project work, I got an opportunity to spend a period
of ninety days at Datrux Systems Pvt Ltd.
It helped me to analyze the working of the organization which helped
us to convert our theoretical knowledge into practice. The present
study is an earnest attempt to determine the effects of influencer
marketing and individual influencers on the audience. It is indeed
necessary for any training organization t
o understand the need of
Learners’ choices and fulfill them before they enrolled in any course.
www.qoruz.com is a leading name in the influencer marketing
industry and on the top of the influencer marketing tools industry in
India. They offer a product that is as of now not challenged by any
player in the industry and also the organization developing itself as an
influencer marketing agency. All these activities of the company are
backed by the toll created by the organization, solely created to
influence better.

35
BIBLIOGRAPHY
https://www.mageplaza.com/blog/influencer-marketing.html
https://shanebarker.com/blog/pros-and-cons-of-influencer-marketing/
https://www.seo-sea-expertise.com/en/influencer-marketing-advantages-and-
disadvantages/
https://ahrefs.com/blog/influencer-marketing/
https://www.questionpro.com/blog/what-is-research/
https://en.wikipedia.org/wiki/Research
https://www.discoverphds.com/blog/what-is-research-purpose-of-research
https://www.questionpro.com/blog/research-process-steps/
https://pro-academic-writers.com/blog/limitations-in-research
https://pro-academic-writers.com/blog/how-to-write-research-methodology

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