Machine Learning Techniques for Brand-Influencer Matchmaking on the Instagram Social Network
The social media revolution has changed the way that brands interact with consumers. Instead of spending their advertising budget on interstate billboards, more and more companies are choosing to partner with so-called Internet "influencers" --- individuals who have gained a loyal following on online platforms for the high quality of the content they post. Unfortunately, it's not always easy for small brands to find the right influencer: someone who aligns with their corporate image and has not yet grown in popularity to the point of unaffordability. In this paper we sought to develop a system for brand-influencer matchmaking, harnessing the power and flexibility of modern machine learning techniques. The result is an algorithm that can predict the most fruitful brand-influencer partnerships based on the similarity of the content they post.
Code (0)
등록된 구현이 없습니다.
Tasks
BIG-bench Machine LearningSimilar Papers 제목 키워드 기반
Ranking Micro-Influencers: a Novel Multi-Task Learning and Interpretable Framework
With the rise in use of social media to promote branded products, the demand for effective influencer marketing has increased. Brands are looking for improved ways to identify valuable influencers among a vast catalogue;…
MarketingMulti-Task LearningDecision Making For Celebrity Branding: An Opinion Mining Approach Based On Polarity And Sentiment Analysis Using Twitter Consumer-Generated Content (CGC)
The volume of discussions concerning brands within social media provides digital marketers with great opportunities for tracking and analyzing the feelings and views of consumers toward brands, products, influencers, ser…
BIG-bench Machine LearningDecision MakingOpinion MiningSentiment Analysis+1Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok
Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for nat…
MarketingThe Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users
The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years,…
Decision MakingUnboxing Engagement in YouTube Influencer Videos: An Attention-Based Approach
Influencer marketing has become a widely used strategy for reaching customers. Despite growing interest among influencers and brand partners in predicting engagement with influencer videos, there has been little research…
Feature Engineeringfeature selectionMarketingTransfer Learning