Abstract
The rapid development of technology transforms the way researchers conduct projects, communicate with others, and disseminate findings. In addition to traditional presentations of research results, this paper argues that building a digital artifact is another optional method for the dissemination of research findings from the perspective of marketing. Thus, 20 Irish and Chinese micro-influencers were investigated from March 2016 to March 2019, and their microblogs were analyzed by text mining techniques. Consequently, the paper finds four types of keywords that micro-influencers apply to their marketing on social media. Based on the marketing keywords, a digital tool is designed to label fashion keywords in the microblogging automatically. The proposed tool not only contributes to model fashion bloggers’ content and increase the influence of marketing on social media but also enlightens marketing scholars to develop digital tools for the sustainability of disseminating research results.
Highlights
With the invention of Web 2.0 in 1999, social media starts to play an influential role in our daily life nowadays
As a are a number of brands engaged with social media content, Sonja Jefferson and Sharon Tanton argue that the key to the success of social media marketing is how to make quality content [7]
For Irish microblogging, the study finds that most of the luxury brands are mentioned by market mavens. They attract consumers to notice the styles of luxury brands in content marketing and recommend affordable products from other brands or online shops
Summary
With the invention of Web 2.0 in 1999, social media starts to play an influential role in our daily life nowadays. Text Mining Analysis aims to find influencers on the large scale of social media networks through automated computational techniques. The automated text mining techniques are considered to help researchers identify features of leaders in the large scale of social networks efficiently [16]. It can recognize influencers and deal with social media content. This paper addresses the analysis of content marketing in micro-influencers’ fashion microblogs by means of text mining at first Afterward, it presents how the results are applied to develop the digital artifact for disseminating findings sustainably
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