A Framework of Matching Algorithm for Influencer Marketing
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A Framework of Matching Algorithm for Influencer Marketing M. Iwashita1 Received: 25 December 2019 / Accepted: 15 September 2020 © Springer Japan KK, part of Springer Nature 2020
Abstract Modern lifestyles have been altered significantly by recent developments in information and communications technology. In the marketing field, enterprises often use video advertising because of its effectiveness. The number of content producers is increasing, and YouTube is an effective medium for advertising. This advertising method is called ‘influencer marketing.’ Therefore, both the demand and the supply are increasing in the field of video advertising. In the present study, this trend was analysed from the viewpoints of an enterprise and a content producer. Then, a new business model was developed for increasing the demand and supply. The business model includes a matching function between enterprises and content producers for video advertising to achieve such increases. Second, a matching algorithm based on the calculation of the relativity between enterprises and content producers was proposed. Because the inputs of an enterprise and content producer include both numerical and textual data, a relativity-value calculation algorithm using these inputs was developed. Moreover, the feasibility of the proposed algorithm was evaluated. Keywords Influencer marketing · Service and business model · Human behaviour analysis · Matching algorithm · Web advertising
1 Introduction The amount of internet traffic in the world is increasing annually with Exabyte (EB) scale. In 2020, the world internet traffic per month will reach 230 EB, and the consumer traffic, including homes, universities, and internet cafés, will account for 80% of world internet traffic (beyond 150 EB) [1]. The development of information and communications technology (ICT), such as broadband networks, cloud computing, big data processing, and mobile gadgets, has allowed * M. Iwashita iwashita.motoi@it‑chiba.ac.jp 1
Faculty of Social Systems Science, Chiba Institute of Technology, 2‑17‑1 Tsudanuma, Narashino, Chiba 275‑0016, Japan
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The Review of Socionetwork Strategies
the wide use of not only information browsing, including news sites and blogs, but also consumer-generated media, such as YouTube. Moreover, social networking services (SNSs) such as Facebook, Twitter, Line, and Instagram have broadly penetrated consumers and businesses. (Each SNS has several tens of millions of domestic accesses per month in Japan.) Thus, modern lifestyles have been significantly changed by these multimedia services. They allow individuals to obtain and share information with ease. Individuals follow and make decisions by consulting word-of-mouth information, comments, and content presented by influencers such as YouTubers. In line with this trend, e-commerce (EC) has achieved significant consumer penetration; with a large number of items have been sold via e-commerce (100–200 million items) and its market size grows constantly [2]. Affiliated marketi
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