What role does influencer marketing play in the media mix and how do you prove its effect in an effective way? This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss their collaboration with Cure Media in conducting studies on influencer campaigns. Erika explains the methodology behind the studies and how they are able to determine the effects of influencer marketing on brand metrics such as brand preference, liking, and purchase intent. Tune in to find out: The importance of understanding the full picture of influencer marketing What role influencer marketing plays in the media mix and its strong impact on brand preference, liking, and purchase intent Real-life results from the studies