Measuring social media influencer index- insights from facebook, Twitter and Instagram

Anuja Arora, Shivam Bansal, Chandrashekhar Kandpal, Reema Aswani and Yogesh Dwivedi

Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 86-101

Abstract: The growth of social media has completely revamped the way people interact, communicate and engage. These platforms play a key role in facilitating greater outreach and influence. This study proposes a mechanism for measuring the influencer index across popular social media platforms including Facebook, Twitter, and Instagram. A set of features that determine the impact on the consumers are modelled using a regression approach. The underlying machine learning algorithms including Ordinary Least Squares (OLS), K-NN Regression (KNN), Support Vector Regression (SVR), and Lasso Regression models are adapted to compute a cumulative score in terms of influencer index. Findings indicate that engagement, outreach, sentiment, and growth play a key role in determining the influencers. Further, the ensemble of the four models resulted in the highest accuracy of 93.7% followed by the KNN regression with 93.6%. The study has implications across various domains of e-commerce, viral marketing, social media marketing and brand management wherein identification of key information propagators is essential. These influencer indices may further be utilized by e-commerce portals and brands for the purpose of social media promotion and engagement for larger outreach.

Keywords: Social media analytics; Influencer; Regression modelling; Internet marketing (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (51)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:86-101

DOI: 10.1016/j.jretconser.2019.03.012

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