Abstract
Influencer marketing through social networks is becoming an important alternative to traditional ways of advertising. Various solutions have been proposed that often take advantage of graph-based approaches to discover influencers in social networks. This paper designs a new method for the discovery of influential users in Instagram, by focusing on user-generated posts as an alternative source of information, to potentially augment the existing solutions based on network topology or connections. The text associated with each Instagram post potentially consists of a set of hashtags and a descriptive caption. Various word embedding methods such as Co-occurrence and fastText are examined to represent captions and hashtags. These representations are combined within a support vector machines framework to distinguish influential posts from non-influential ones. Extensive experiments show that the text data can play a significant role in identifying influential posts, and further demonstrate the strength of the proposed method for discovering influencers on Instagram.
Highlights
The study of social-based recommender systems has gained significant attraction since the development of Web 2.0
This paper focuses on identifying influential posts in Instagram, as a mean to discover influential user
Identifying influential users in social networks is becoming of crucial importance for influencer marketing
Summary
The study of social-based recommender systems has gained significant attraction since the development of Web 2.0. While primary systems often ignored social interactions among users, the more recent approaches try to incorporate the social network information, in order to improve the quality of the recommendations and make them more personalized. Influencers in a social network are individuals, whose impacts broadened through the network. This impact is usually not comprehensive, and influencers often focus on limited topics to advertise. Being able to predict or identify the influencers on social networks could be of great value since influencers can play significant role in the success of various social, political and viral marketing campaigns as well as the entertainment events
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