Advo: A system to manage influencer marketing campaigns on social networks

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27740%2F21%3A10248760" target="_blank" >RIV/61989100:27740/21:10248760 - isvavai.cz</a>

Alternative codes found

RIV/61989100:27240/21:10248760

Result on the web

<a href="https://www.mdpi.com/2076-3417/11/14/6497" target="_blank" >https://www.mdpi.com/2076-3417/11/14/6497</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/app11146497" target="_blank" >10.3390/app11146497</a>

Result language

angličtina

Original language name

Advo: A system to manage influencer marketing campaigns on social networks

Original language description

In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing campaign needs a management system to manage on a social network. This system helps to increase the efficiency of a campaign. This paper proposes a management system for the influencer marketing campaign, called the ADVO system. This system provides a tool for collecting data on a social network and detecting potential brand influencers for the marketing campaign. The meaningful measures for users include amplification factors for evaluating the information propagation, the passion point to measure a user&apos;s favorite when it comes to a brand, and the content creation score for determining the ability of post-content creating. The ADVO system helps the brand to make the decision through real-time visual reports of the campaign. It is a foundation to create commercial activities and construct an advocate community of the related brand. (C) 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

10200 - Computer and information sciences

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Applied Sciences

ISSN

2076-3417

e-ISSN

—

Volume of the periodical

11

Issue of the periodical within the volume

14

Country of publishing house

CH - SWITZERLAND

Number of pages

18

Pages from-to

nestrankovano

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85111103553