What is it about?
This paper proposes a method for extracting brand value with influencers by combining the user's amplification and content creation in influencer marketing. The amplification factors are studied based on the propagation of the posts on the social network in a duration time. Those factors are more valuable than before when using influencer marketing at a determined time. Moreover, the content creation score is also studied to measure content creation based on the passion point with a brand and its quality. The amplification factors and content creation score are combined to analyze posts' interest in detecting the emerging influent users for a product in the influencer marketing campaign. Using the amplification factors, the passion points, and the content creation score, a system to manage the influencer marketing on Facebook has been constructed and tested in the real-world campaign.
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Why is it important?
This study is a combination of multidisciplinary research between the fields of economics, and information technology. In particular, the measures to determine influencers are discovered from the study of consumer behaviors in the field of digital marketing.
Perspectives
Based on these discovered factors results, we build solutions to digitize those elements (digital transformation). This requires research to use techniques in the representation of information on social networks along with technological solutions to quantify the influencing factors that have been discovered. Besides, the process in implementing a marketing campaign using influencer in practice is also studied, from which to build a system to manage marketing campaigns.
Hien Nguyen
University of Information Technology, VNU-HCM
Read the Original
This page is a summary of: A method to detect influencers in social networks based on the combination of amplification factors and content creation, PLoS ONE, October 2022, PLOS,
DOI: 10.1371/journal.pone.0274596.
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