Prateep Roy

Prateep Roy

Research-Driven Thought Leadership

Tag: Influencer 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.

  • Parasocial Power: Why Influence Is Ultimately a Relationship

    Graphic is AI-generated For years, the digital world has measured influence with numbers: Followers, subscribers, views, likes, and shares. The larger the numbers, the greater the assumed influence. Entire industries, from advertising to politics, have adopted this assumption. Marketing budgets are allocated based on audience size. Brands negotiate with creators using follower counts. Media rankings… 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.