Detecting the influencer on social networks using passion point and measures of information propagation

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27240%2F20%3A10245624" target="_blank" >RIV/61989100:27240/20:10245624 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/61989100:27740/20:10245624

Výsledek na webu

<a href="https://www.mdpi.com/2071-1050/12/7/3064" target="_blank" >https://www.mdpi.com/2071-1050/12/7/3064</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/su12073064" target="_blank" >10.3390/su12073064</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Detecting the influencer on social networks using passion point and measures of information propagation

Popis výsledku v původním jazyce

Influencer marketing is a modern method that uses influential users to approach goal customers easily and quickly. An online social network is a useful platform to detect the most effective influencer for a brand. Thus, we have an issue: how can we extract user data to determine an influencer? In this paper, a model for representing a social network based on users, tags, and the relationships among them, called the SNet model, is presented. A graph-based approach for computing the impact of users and the speed of information propagation, and measuring the favorite brand of a user and sharing the similar brand characteristics, called a passion point, is proposed. Therefore, we consider two main influential measures, including the extent of the influence on other people by the relationships between users and the concern to user&apos;s tags, and the tag propagation through social pulse on the social network. Based on these, the problem of determining the influencer of a specific brand on a social network is solved. The results of this method are used to run the influencer marketing strategy in practice and have obtained positive results. (C) 2020 by the authors.

Název v anglickém jazyce

Detecting the influencer on social networks using passion point and measures of information propagation

Popis výsledku anglicky

Influencer marketing is a modern method that uses influential users to approach goal customers easily and quickly. An online social network is a useful platform to detect the most effective influencer for a brand. Thus, we have an issue: how can we extract user data to determine an influencer? In this paper, a model for representing a social network based on users, tags, and the relationships among them, called the SNet model, is presented. A graph-based approach for computing the impact of users and the speed of information propagation, and measuring the favorite brand of a user and sharing the similar brand characteristics, called a passion point, is proposed. Therefore, we consider two main influential measures, including the extent of the influence on other people by the relationships between users and the concern to user&apos;s tags, and the tag propagation through social pulse on the social network. Based on these, the problem of determining the influencer of a specific brand on a social network is solved. The results of this method are used to run the influencer marketing strategy in practice and have obtained positive results. (C) 2020 by the authors.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

10200 - Computer and information sciences

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Sustainability

ISSN

2071-1050

e-ISSN

—

Svazek periodika

12

Číslo periodika v rámci svazku

7

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

16

Strana od-do

—

Kód UT WoS článku

000531558100489

EID výsledku v databázi Scopus

2-s2.0-85083559736