Development of an Influencer-Brand Congruence Measurement Framework for Recommender Systems

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00011782" target="_blank" >RIV/46747885:24310/24:00011782 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.tandfonline.com/doi/full/10.1080/23311975.2024.2364046" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/23311975.2024.2364046</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/23311975.2024.2364046" target="_blank" >10.1080/23311975.2024.2364046</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Development of an Influencer-Brand Congruence Measurement Framework for Recommender Systems

Popis výsledku v původním jazyce

Currently, there is a growing interest in identifying the prerequisites of a successful influencer brand collaboration and for brands to determine the most appropriate matches among online creators. While previous studies have addressed this challenge using credibility or attitude homophily measures, this study presents a new perspective by combining existing findings with recommender system mechanisms. Through the application of exploratory and confirmatory factor analysis, we delineated eight factors and 54 items that describe the personalities of both brands and online creators. Subsequently, by employing principles from collaborative item-based filtering, we utilized interval and binary similarity measures to compute congruence scores between a brand and a content creator based on the prerequisite of the Kamins match-up hypothesis. Our findings indicate that Euclidean distance serves as the most efficient congruence measure for the proposed recommender system. It demonstrates superior capability in capturing a broader range of nuances compared to other tested measures, including the Pearson correlation coefficient, Jaccard similarity, and simple matching.

Název v anglickém jazyce

Development of an Influencer-Brand Congruence Measurement Framework for Recommender Systems

Popis výsledku anglicky

Currently, there is a growing interest in identifying the prerequisites of a successful influencer brand collaboration and for brands to determine the most appropriate matches among online creators. While previous studies have addressed this challenge using credibility or attitude homophily measures, this study presents a new perspective by combining existing findings with recommender system mechanisms. Through the application of exploratory and confirmatory factor analysis, we delineated eight factors and 54 items that describe the personalities of both brands and online creators. Subsequently, by employing principles from collaborative item-based filtering, we utilized interval and binary similarity measures to compute congruence scores between a brand and a content creator based on the prerequisite of the Kamins match-up hypothesis. Our findings indicate that Euclidean distance serves as the most efficient congruence measure for the proposed recommender system. It demonstrates superior capability in capturing a broader range of nuances compared to other tested measures, including the Pearson correlation coefficient, Jaccard similarity, and simple matching.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Cogent Business & Management

ISSN

2331-1975

e-ISSN

—

Svazek periodika

11

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

12

Strana od-do

—

Kód UT WoS článku

001262143400001

EID výsledku v databázi Scopus

2-s2.0-85197711152