A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing

María Teresa Ballestar () and Jorge Sainz ()
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María Teresa Ballestar: ESIC Business and Marketing School

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 80-90 from Springer

Abstract: Abstract Political marketing strategies based on social network influencers are becoming increasingly relevant to set political agendas. We develop one of the first methods that will help us to understand the mechanism of transmission of information. We analyze the sentiment of the messages, then find and study how these messages spread over the social network of social influencers. We apply the method to one of the currently hottest topics, climate change, and to two of the most powerful social influencers, Greta Thunberg and Bill Gates, analyzing how they apply their communication strategies to reach their goals.

Keywords: Social influencer; Sentiment analysis; Twitter; Natural Language Processing (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-47595-6_11

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