The Implementation of Artificial Intelligence in Data-driven Influencer Identification in Marketing

  • In the age of digital media, social platforms have become an integrated part of daily life. Noticing the reach and customer engagement potential, marketers couldn’t resist turning their business strategies to social media. Thus, firms adopted the latest method of marketing; delivering messages over social media influencers. To hold an effective campaign, marketers need to select the best-fit influencer for their brands and promoted products. Yet, the selection process lacks efficiency since it requires extensive time, headcount, and capital investments. By conducting industry-specific interviews and a survey, this study aims to clarify the implementation process of necessary artificial intelligence (AI) methods to function data-driven influencer identification in influencer marketing. This paper shows clustering analysis, natural language processing, and image recognition can be used for optimizing the influencer selection process.

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Metadaten
Author:Buse Tasbilek
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/10/02
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2022/04/04
Tag:Influencer Identification; Influencer marketing
Page Number:77
Institutes:Berlin Professional School (BPS) / International Business Management M.A.
Licence (German):License LogoUrheberrechtsschutz