A Survey on Social Media Influence Environment and Influencers Identification (original) (raw)
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Social media infl uencers (SMIs) can be defi ned as a new type of independent actor who are able to shape audience attitudes through the use of social media channels in competition and coexistence with professional media. Being able to accurately identify SMIs is critical no matter what is being transmitted in a social system. Social Network Analysis (SNA) has been recognized as a powerful tool for representing social network structures and information dissemination. SMIs can be identifi ed by their high-ranking position in a network as the most important or central nodes. The results reveal the existence of three different typologies of SMIs: disseminator, engager and leader. This methodology permits the optimization of resources to create effective online communication strategies.
The Influence of Social Media Influencers.pdf
Journal of Interactive Advertising, 2018
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AD ALTA: 11/02, 2021
The topic of influencers has been a widely used word in recent years. It is a person who, through social media networks, influences the target groups of their followers. The aim of this paper is to analyze the communication of selected influencers on the social platform Instagram. Using classification analysis, data on individual influencers are presented. For the sake of interesting results and the proof that the success of an influencer does not only depend on how many followers they have on their profile, the influencers were selected with the help of respondents who assessed them independently. The data were obtained on the social platform Instagram and subsequently processed on the basis of the last five contributions as of April 3, 2020. This work is focused mainly on the number of responses to influencers in the form of likes or comments, furthermore we also calculate what share of their contributions is from 2020, mainly due to the fact that influencers on Instagram started ...
Identification of influence in social media communities
Individual usage of social media is expected to have a growing impact on the corporate reputation of organisations. Influential users of social media can disseminate positive or negative information and opinions about products, services, brands or businesses among members of their online networks in the social media spaces. The impact of such actions can often be substantial; negative information and opinions posted in social networks, blogs, online communities and forums has the potential to reach large numbers of people and substantially impact on the organisation's image and reputation. It is important for organisations to identify the online influencers – customers with important social networking impact – and identify ways to interact with them in order to respond efficiently to bad publicity or customer attacks. This study, based on extensive literature review and experts panel study based on the Delphi method, we construct a model identifying the social media influencers and the impact of these influencers on the corporate reputation. Biographical notes: Wouter Vollenbroek is Researcher in the field of social media communication and reputation at the Faculty of Communication Studies at the University of Twente. Related interests are: social media innovation, social media behaviour and social media measurement. Other field of expertise are co-creation as a collaborative learning and designing method within on-and offline channels. His current research topic focuses on the question how we can understand the development, implementation and use of these co-creation processes and what factors contribute to the effects of these processes. His research is in the field of design and implementation of networked communication, learning networks, and learning organisations. He is interested in the roles and values of new media in these contexts. He is involved in national and international projects concerning knowledge networks, communities of practice, and virtual projects.
Individual usage of social media is expected to have a growing impact on the corporate reputation of organisations. Influential users of social media can disseminate positive or negative information and opinions about products, services, brands or businesses among members of their online networks in the social media spaces. The impact of such actions can often be substantial; negative information and opinions posted in social networks, blogs, online communities and forums has the potential to reach large numbers of people and substantially impact on the organisation's image and reputation. It is important for organisations to identify the online influencers -customers with important social networking impact -and identify ways to interact with them in order to respond efficiently to bad publicity or customer attacks. This study, based on extensive literature review and experts panel study based on the Delphi method, we construct a model identifying the social media influencers and the impact of these influencers on the corporate reputation.
Measuring social media influencer index- insights from facebook, Twitter and Instagram
Journal of Retailing and Consumer Services, 2019
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.
Identify the Effective Factors and Consequences of Influencers' Behavior in Social Media Marketing
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Identify the Effective Factors and Consequences of Influencers' Behavior in Social Media Marketing Habibalah Majidian, Mahdi Mahmoudzadeh Vashan2, Hossein Hakimpour 1. PhD Student of Business Administration Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran. 2. Assistant Professor, Business Management Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran. 3. Assistant Professor, Business Management Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran.
Proceedings of the 15th IPRRC
This research-in-progress seeks to uncover a deeper understanding of how influence works online, and how we might measure influence beyond the outputs and outtakes. In this literature review, several salient themes emerge: * Influence explained via social impact and opinion leadership o Mixed results on both accounts *Influence applied by a group on its individual members o By and large, literature supports this principle o Social identification with the group leads to being influenced by its members * Influence as a consequence of position in a social network o Two researchers did the same experiment and got different results. One study finds that influence rises according to position, but influence wanes as the scale of the network increases
Exploring the Relationship Between Social Media and Social Influence
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Online behavioral tailoring has become an integral part of online marketing strategies. Contemporary marketers increasingly seek to create an influential environment on social media to empower online users to participate in online brand communities. By interacting in this way, online communities hosted by brands marketers can enhance the nature of the complex interactions that occur amongst those that participate. Such online interactions lead to three different types of social influence compliance, internalization, and identity, which develop the consumers' purchase intentions. This chapter explains how the social influence support the change in beliefs, attitude, and intentions of the online consumers in the user-generated social media networking sites (SNSs). Furthermore, it discusses the functional impact of such online social influence that enables companies to understand the perceptions and needs of online users making sense of how multiple levels of social influence pheno...