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Measuring social media influencer index- insights from facebook, Twitter and Instagram

Published on Jul 1, 2019in Journal of Retailing and Consumer Services
· DOI :10.1016/j.jretconser.2019.03.012
Anuja Arora6
Estimated H-index: 6
(JIIT: Jaypee Institute of Information Technology),
Shivam Bansal1
Estimated H-index: 1
+ 2 AuthorsYogesh Kumar Dwivedi46
Estimated H-index: 46
(Swansea University)
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Abstract
Abstract 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.
  • References (98)
  • Citations (2)
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References98
Newest
Courtney Carpenter Childers4
Estimated H-index: 4
(UT: University of Tennessee),
Laura L. Lemon2
Estimated H-index: 2
(UA: University of Alabama),
Mariea Grubbs Hoy14
Estimated H-index: 14
(UT: University of Tennessee)
AbstractAs digital and social media continue to grow in terms of usage and advertising expenditures, the advertising industry has been forced to develop innovative strategies. One such strategy is influencer marketing, which connects online personas with brands or services that target audiences trust and engage with regularly. This study provides insight into the experiences with and perceptions of influencer marketing among those working in advertising agencies. Nineteen U.S. advertising agency...
Published on Sep 1, 2018in Technological Forecasting and Social Change 3.81
Purva Grover3
Estimated H-index: 3
(IITD: Indian Institute of Technology Delhi),
Arpan Kumar Kar11
Estimated H-index: 11
(IITD: Indian Institute of Technology Delhi)
+ 1 AuthorsMarijn Janssen41
Estimated H-index: 41
(TU Delft: Delft University of Technology)
Elections are among the most critical events in a national calendar. During elections, candidates increasingly use social media platforms to engage voters. Using the 2016 US presidential election as a case study, we looked at the use of Twitter by political campaigns and examined how the drivers of voter behaviour were reflected in Twitter. Social media analytics have been used to derive insights related to theoretical frameworks within political science. Using social media analytics, we investi...
Published on Apr 1, 2019in International Journal of Information Management 5.06
Anu Taneja2
Estimated H-index: 2
(JIIT: Jaypee Institute of Information Technology),
Anuja Arora6
Estimated H-index: 6
(JIIT: Jaypee Institute of Information Technology)
Abstract With the expansion of information on the web, recommendation systems have become one of the most powerful resources to ease the task of users. Traditional recommendation systems (RS) suggest items based only on feedback submitted by users in form of ratings. These RS are not competent to deal with definite user preferences due to emerging and situation dependent user-generated content on social media, these situations are known as contextual dimensions. Though the relationship between c...
Catherine Prentice13
Estimated H-index: 13
(Griffith University),
Xiao Yun Han1
Estimated H-index: 1
(SYSU: Sun Yat-sen University)
+ 1 AuthorsLin Hu1
Estimated H-index: 1
(SYSU: Sun Yat-sen University)
Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. ...
Published on Jan 2, 2019in Journal of Interactive Advertising
Chen Lou1
Estimated H-index: 1
(NTU: Nanyang Technological University),
Shupei Yuan7
Estimated H-index: 7
(NIU: Northern Illinois University)
AbstractIn the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing...
Karina Sokolova1
Estimated H-index: 1
(Paris School of Business),
Hajer Kefi1
Estimated H-index: 1
(Paris School of Business)
Abstract Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social and...
Published on Dec 1, 2018in International Journal of Research in Marketing 3.32
Jan Klostermann1
Estimated H-index: 1
(Bielefeld University),
Anja Plumeyer2
Estimated H-index: 2
(Bielefeld University)
+ 1 AuthorsReinhold Decker15
Estimated H-index: 15
(Bielefeld University)
Abstract Images are an essential feature of many social networking services, such as Facebook, Instagram, and Twitter. Through brand-related images, consumers communicate about brands with each other and link the brand with rich contextual and consumption experiences. However, previous articles in marketing research have concentrated on deriving brand information from textual user-generated content and have largely not considered brand-related images. The analysis of brand-related images yields ...
Published on Dec 1, 2018in International Journal of Information Management 5.06
Wen-Lung Shiau11
Estimated H-index: 11
(Zhejiang University of Technology),
Yogesh Kumar Dwivedi46
Estimated H-index: 46
(Swansea University),
He-Hong Lai1
Estimated H-index: 1
(MCU: Ming Chuan University)
Abstract Social networks have become an indispensable activity in people’s lives. A number of previous studies have investigated various social networks and probed in the core knowledge of integrated social networks. While social network knowledge is general and extensive, few studies have delved into the core knowledge of individual social networks, especially Facebook, which is a social network with over 1.7 billion users worldwide. Therefore, this study aimed to elaborate on the core knowledg...
Published on Dec 1, 2018in Technological Forecasting and Social Change 3.81
Fang-Yi Lo1
Estimated H-index: 1
(FCU: Feng Chia University),
Nayara Campos1
Estimated H-index: 1
(FCU: Feng Chia University)
With contemporary life becoming more instantly connected and as the disruptiveness of technologies is occurring at a faster pace, the Internet-of-Things (IoT) is now even more accessible and common, prompting companies to adopt IoT solutions to improve their customers' experiences. IoT enables physical devices to connect and exchange data through the Internet by collecting strategic information, thus creating opportunities for companies to become more efficient and responsive to market changes. ...
Published on Sep 25, 2018
Rakesh R. Mallipeddi1
Estimated H-index: 1
,
Subodha Kumar14
Estimated H-index: 14
+ 1 AuthorsYunxia Zhu2
Estimated H-index: 2
Cited By2
Newest
Yogesh Kumar Dwivedi46
Estimated H-index: 46
(Swansea University),
Nripendra P. Rana25
Estimated H-index: 25
+ -3 AuthorsHatice Kizgin3
Estimated H-index: 3
(Swansea University)
Abstract This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives...
Published on Apr 1, 2019in Government Information Quarterly 4.31
Ahmad Jamal19
Estimated H-index: 19
(Cardiff University),
Hatice Kizgin3
Estimated H-index: 3
(Swansea University)
+ 2 AuthorsYogesh Kumar Dwivedi46
Estimated H-index: 46
(Swansea University)
Abstract This study examines the extent to which acculturation and enculturation orientations affect online political participation, political involvement and voting intentions among a sample of Turkish-Dutch immigrants. The study uses data from Turkish-Dutch participants. Structural Equations Modelling (SEM) is employed for assessing the relationships in the conceptualized model. The findings show that enculturation and acculturation influence online participation and involvement, which in turn...