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

Tai Huynh, Hien D Nguyen, Ivan Zelinka, Xuan Hau Pham, Vuong T Pham, Ali Selamat and Ondrej Krejcar

PLOS ONE, 2022, vol. 17, issue 10, 1-31

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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0274596

DOI: 10.1371/journal.pone.0274596

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