A Framework of Matching Algorithm for Influencer Marketing

M. Iwashita ()
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M. Iwashita: Chiba Institute of Technology

The Review of Socionetwork Strategies, 2020, vol. 14, issue 2, 227-246

Abstract: Abstract Modern lifestyles have been altered significantly by recent developments in information and communications technology. In the marketing field, enterprises often use video advertising because of its effectiveness. The number of content producers is increasing, and YouTube is an effective medium for advertising. This advertising method is called ‘influencer marketing.’ Therefore, both the demand and the supply are increasing in the field of video advertising. In the present study, this trend was analysed from the viewpoints of an enterprise and a content producer. Then, a new business model was developed for increasing the demand and supply. The business model includes a matching function between enterprises and content producers for video advertising to achieve such increases. Second, a matching algorithm based on the calculation of the relativity between enterprises and content producers was proposed. Because the inputs of an enterprise and content producer include both numerical and textual data, a relativity-value calculation algorithm using these inputs was developed. Moreover, the feasibility of the proposed algorithm was evaluated.

Keywords: Influencer marketing; Service and business model; Human behaviour analysis; Matching algorithm; Web advertising (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s12626-020-00065-2

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