In 2025, Taylor Swift stands as a global celebrity influence…

In 2025, Tаylоr Swift stаnds аs a glоbal celebrity influencer whоse “Eras Tour” has shattered records: it became the highest-grossing music tour in history, generating more than $2 billion in gross revenue and an estimated $7–10 billion in total economic impact across the cities where she performed. Her influence is evident in surges in tourism, hotel bookings, retail sales, and local employment, and she commands more than 500 million followers across major social platforms. Brands seek to partner with her for access to her highly engaged, multigenerational fan base and exceptional levels of audience trust, engagement, and cultural relevance. A major global retail brand is considering hiring Taylor Swift as the lead influencer for a multichannel campaign targeting Gen Z and millennial consumers. The brand asks your team to evaluate her potential using the influencer marketing metrics framework from class. Answer all parts below: Mapping metrics to dimensions (12 points)Using the summary table of key dimensions and sample metrics from class, assign each of the following specific indicators to the most appropriate dimension and justify your choice in one sentence each (1 points for correct dimension + 2 points for justification = 3 points per indicator):a) Number of new followers the brand gains during the campaign.b) Engagement rate on Taylor Swift–branded posts (likes, comments, shares divided by impressions).c) Percentage of website visitors from Taylor’s posts who complete a purchase using a tracked affiliate link.d) Survey-based recall of the brand’s name and message among Gen Z respondents after the campaign. Evaluating campaign performance (7 points)Suppose the campaign generates very high impressions and engagement on social media but relatively low affiliate link conversion and sales. From an influencer metrics perspective, explain what this pattern suggests about Taylor Swift’s performance for the brand. In your answer, refer explicitly to at least two different dimensions from the framework (for example, Reach vs. Conversion & ROI) and what the brand should conclude or adjust.  Network and community effects (6 points)Briefly explain how Multi-Step Flow Theory and Social Exchange Theory help a brand understand Taylor Swift’s broader impact beyond her direct followers, and give one concrete implication for how the brand should design its campaign (for example, how to leverage fan communities or secondary opinion leaders).