High Impact Practices Student Showcase Spring 2025
Impact of Digital Marketing Budgets and Influencer Size on Sales Across Media Channels
Files
Download PDF of Slides (7.9 MB)
Course Code
STA
Course Number
4164
Faculty/Instructor
Instructor Nathaniel Simone
Faculty/Instructor Email
nathaniel.simone@ucf.edu
Abstract, Summary, or Creative Statement
Digital marketing plays a crucial role in modern business, with strategies such as online promotions and influencer partnerships influencing sales performance. This study explores the correlation between marketing expenditures, influencer size, and product sales to determine whether these factors can reliably predict sales outcomes. Using the Marketing Promotion TV vs Radio vs Social Media dataset from Kaggle, we analyzed how different types of digital promotions impact sales. Our regression analysis examined the relationship between marketing budget allocation and influencer promotion size, incorporating first-order interaction terms between digital strategies. Residual plots indicated a strong linear relationship between radio advertisement spending and sales, with some outliers present. To improve model assumptions, we applied various transformations to the response variable, ultimately selecting the square root transformation as the best fit. These findings provide insights into optimizing digital marketing expenditures for better sales performance.
You can view the video presentation at https://www.canva.com/design/DAGjZ3GJGMs/lfm3kBMl5lxeGPe0B9NM8A/view?utm_content=DAGjZ3GJGMs&utm_campaign=designshare&utm_medium=link2&utm_source=uniquelinks&utlId=h80acdccfcc
Keywords
Digital Marketing, Sales, Social Media, TV, Radio, Marketing, Budget
Recommended Citation
Densmore, Emily R. and Singh, Aarush, "Impact of Digital Marketing Budgets and Influencer Size on Sales Across Media Channels" (2025). High Impact Practices Student Showcase Spring 2025. 59.
https://stars.library.ucf.edu/hip-2025spring/59