In:
PLOS ONE, Public Library of Science (PLoS), Vol. 17, No. 10 ( 2022-10-6), p. e0274596-
Abstract:
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.
Type of Medium:
Online Resource
ISSN:
1932-6203
DOI:
10.1371/journal.pone.0274596
DOI:
10.1371/journal.pone.0274596.g001
DOI:
10.1371/journal.pone.0274596.g002
DOI:
10.1371/journal.pone.0274596.g003
DOI:
10.1371/journal.pone.0274596.g004
DOI:
10.1371/journal.pone.0274596.g005
DOI:
10.1371/journal.pone.0274596.g006
DOI:
10.1371/journal.pone.0274596.g007
DOI:
10.1371/journal.pone.0274596.g008
DOI:
10.1371/journal.pone.0274596.g009
DOI:
10.1371/journal.pone.0274596.g010
DOI:
10.1371/journal.pone.0274596.t001
DOI:
10.1371/journal.pone.0274596.t002
DOI:
10.1371/journal.pone.0274596.t003
DOI:
10.1371/journal.pone.0274596.t004
DOI:
10.1371/journal.pone.0274596.t005
DOI:
10.1371/journal.pone.0274596.t006
Language:
English
Publisher:
Public Library of Science (PLoS)
Publication Date:
2022
detail.hit.zdb_id:
2267670-3
Permalink