Evaluating the ROI of Influencer Marketing in the Canadian Market

Abstract

Influencer marketing has evolved into a central component of digital communication strategies across global markets, including Canada. However, many firms still struggle to systematically evaluate the return on investment (ROI) of influencer campaigns, particularly when outcomes are both financial (e.g., sales, cost per acquisition) and non-financial (e.g., brand equity, engagement, trust). This paper develops a comprehensive framework for evaluating the ROI of influencer marketing in the Canadian market, integrating financial metrics, digital performance indicators, and brand-related outcomes. Drawing on existing literature on digital marketing ROI, social media engagement, and consumer behaviour in Canada, we propose a multi-dimensional ROI evaluation model and illustrate its application using a hypothetical dataset of influencer campaigns conducted by Canadian brands in retail and consumer packaged goods (CPG). The results highlight that campaigns with high influencer–brand fit, transparent disclosure practices, and localized content (French and English) generate higher ROI than those relying solely on follower counts or celebrity status. The study offers theoretical contributions by extending ROI conceptualizations to include brand and relational returns, and provides managers with a practical toolkit for planning, monitoring, and optimizing influencer marketing investments in the Canadian context.