A method to detect influencers in social networks based on the combination of amplification factors and content creation

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

A method to detect influencers in social networks based on the combination of amplification factors and content creation

Popis výsledku v původním jazyce

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&apos;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&apos;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&apos; 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&apos;s influencers bring the conversion rate&apos;s efficiency and revenue in the influencer marketing campaign.

Název v anglickém jazyce

A method to detect influencers in social networks based on the combination of amplification factors and content creation

Popis výsledku anglicky

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&apos;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&apos;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&apos; 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&apos;s influencers bring the conversion rate&apos;s efficiency and revenue in the influencer marketing campaign.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

10620 - Other biological topics

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

PLoS One

ISSN

1932-6203

e-ISSN

1932-6203

Svazek periodika

17

Číslo periodika v rámci svazku

10

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

31

Strana od-do

"Pages: e0274596"

Kód UT WoS článku

000925060900034

EID výsledku v databázi Scopus

2-s2.0-85139378852