Prateep Roy

Prateep Roy

Research-Driven Thought Leadership

Category: Marketing

  • What Is a Concernometer? Why Measuring Concern Matters More Than Measuring Attention

    Introducing a new framework for understanding influence in the digital age. We Measure Almost Everything—Except What Actually Drives Action The digital economy is obsessed with metrics. Followers, views, likes, comments, shares, watch time, click-through rates. Every platform promises another dashboard. Every marketer asks for another report. Every influencer celebrates another milestone. Yet one uncomfortable question… Read.

  • The Technology Is New. The Human Behaviour Is Not.

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    AI generated graphic Why I believe understanding influencer marketing requires us to look beyond reach, engagement, and algorithms Anthropology taught me something about influence that marketing sometimes forgets. People do not make decisions in isolation. We belong to groups. We observe others. We imitate people we admire. We trust some voices more than others. Our… Read.

  • Do Micro-influencers Leave a Better Influence Than Macro-Influencers in Marketing?

    Photo by Mark mc neill on Unsplash I’ve explained parasocial influencers and their impact on marketing earlier on Medium and also on my website. Now, let’s deep-dive further.  Influencers are in vogue and great demand, especially after the revolutionization of the internet and the rapid rise of social media. They have facilitated bridging the gap… Read.

  • Why are Parasocial Influencers important in Marketing?

    Photo by Yan Ots on Unsplash Prelude Marketing is as cluttered as the market. The 4Ps of marketing is an age-old lesson taught to anyone trying their hands on marketing. To reiterate, it is Product, Price, Place, and Promotion. Post-globalization, ‘Promotion’/advertising/communication of the other 3Ps became a challenge, with the world shrinking to ‘one’ market, with a… Read.

  • Who is the Parasocial Influencer in your life?

    Photo by Matej Spulak on Unsplash What is Parasocial? The Cambridge Dictionary defines Parasocial (adjective) as “involving or relating to a connection between a person and someone they do not know personally, for example, a famous person or a character in a book”. In my teens, Bruce Lee used to be my parasocial craze. I… Read.