Micro-Influencer Recommendation by Multi-Perspective Account Representation Learning

Abstract

Influencer marketing is emerging as a new marketing method, changing the marketing strategies of brands profoundly. In order to help brands to find suitable micro-influencers as marketing partners, micro-influencer recommendation is regarded as an indispensable part of influencer marketing. However, previous works only focus on modeling the individual image of brands/micro-influencers, which is insufficient to represent the characteristics of brands/micro-influencers over the marketing scenarios. In this case, we propose a micro-influencer ranking joint learning framework which models brands/micro-influencers from the perspective of individual image, target audiences, and cooperation preferences. Specifically, to model accounts' individual image, we extract topics information and images semantic information from historical content information, and fuse them to learn the account content representation. We introduce target audiences as a new kind of marketing role into micro-influencer recommendation, in which audiences information of brand/micro-influencer is leveraged to learn the multi-modal account audiences representation. Afterwards, we build the attribute co-occurrence graph network to mine cooperation preferences from social media interaction information. Based on account attributes, the cooperation preferences between brands and micro-influencers are refined to attributes' co-occurrence information. The attribute node embeddings learned in the attribute co-occurrence graph network are further utilized to construct the account attribute representation. Finally, the global ranking function is designed to generate ranking scores for all brand-micro-influencer pairs from the three perspectives jointly. The extensive experiments on a publicly available dataset demonstrate the effectiveness of our proposed model over the state-of-the-art methods.