A method to detect influencers in social networks based on the combination of amplification factors and content creation
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F22%3A50019492" target="_blank" >RIV/62690094:18450/22:50019492 - isvavai.cz</a>
Result on the web
<a href="https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0274596" target="_blank" >https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0274596</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1371/journal.pone.0274596" target="_blank" >10.1371/journal.pone.0274596</a>
Alternative languages
Result language
angličtina
Original language name
A method to detect influencers in social networks based on the combination of amplification factors and content creation
Original language description
A social network is one of the efficient tools for information propagation. The content is the bridge between the product and its customers. Evaluating the user's content creation is a valuable feature to improve information spreading on the social network. 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. The experimental results show that the proposed method's influencers bring the conversion rate's efficiency and revenue in the influencer marketing campaign.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
10620 - Other biological topics
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
PLoS One
ISSN
1932-6203
e-ISSN
1932-6203
Volume of the periodical
17
Issue of the periodical within the volume
10
Country of publishing house
US - UNITED STATES
Number of pages
31
Pages from-to
"Pages: e0274596"
UT code for WoS article
000925060900034
EID of the result in the Scopus database
2-s2.0-85139378852