Abstract
Influencer marketing is an effective kind of digital marketing. It is useful to reach target audiences, and brands will be exposed to more valuable online consumers. The system for managing the influencer marketing campaign on a social network is very necessary to increase the effectiveness of an influencer marketing campaign. In this paper, a method for designing a management system for this marketing campaign is proposed. This system can collect data on the social network and extract information from data to detect emerging influencers for the brand to run the campaign. It works based on the measures of amplification factors, the passion point of a user with the brand, and the ability about content creation. This management system is also the foundation to establish commerce activities and build an advocate community of the brand. The built system shows the results of the campaign as a visual report in real time to support the brand giving the decision. The system has been tested in the real-world influencer marketing campaign and got positive feedback from the brands.
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Acknowledgment
This research is supported by Vingroup Innovation Foundation (VINIF) in project code DA132_15062019/year 2019.
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Nguyen, H.D., Nguyen, K.V., Hoang, S.N., Huynh, T. (2020). Design a Management System for the Influencer Marketing Campaign on Social Network. In: Chellappan, S., Choo, KK.R., Phan, N. (eds) Computational Data and Social Networks. CSoNet 2020. Lecture Notes in Computer Science(), vol 12575. Springer, Cham. https://doi.org/10.1007/978-3-030-66046-8_12
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DOI: https://doi.org/10.1007/978-3-030-66046-8_12
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