Technical University of Ostrava (VŠB-TU), Ostrava, Czech Republic.
Kyanon Digital, Ho Chi Minh City, Vietnam.
PLoS One. 2022 Oct 6;17(10):e0274596. doi: 10.1371/journal.pone.0274596. eCollection 2022.
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.
社交网络是信息传播的有效工具之一。内容是产品与其客户之间的桥梁。评估用户的内容创作是提高社交网络信息传播的有价值功能。本文提出了一种通过在影响者营销中结合用户的放大和内容创作来提取品牌价值的方法。研究了基于在一段时间内在社交网络上发布的帖子的传播的放大因素。这些因素在使用影响者营销时比以前更有价值。此外，还研究了内容创作分数，以根据品牌及其质量的激情点来衡量内容创作。放大因素和内容创作分数相结合，用于分析帖子的兴趣，以检测影响者营销活动中产品的新兴影响者用户。使用放大因素、激情点和内容创作分数，构建了一个用于管理 Facebook 上影响者营销的系统，并在实际活动中进行了测试。实验结果表明，所提出的方法的影响者在影响者营销活动中带来了转化率的效率和收益。
