解读instagram上的网红营销效果:从图片、文本和网红特征中获得的见解

IF 11 1区 管理学 Q1 BUSINESS
Yu-Hsiang Hsiao, Yi-Yi Lin
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引用次数: 0

摘要

网红营销已经成为现代品牌的重要策略。通过与网红合作在社交媒体平台上发布赞助帖子,品牌可以利用网红的知名度和粉丝参与度来提高品牌曝光率并吸引潜在消费者。本研究旨在预测Instagram上赞助帖子的受欢迎程度,并分析影响其有效性的因素。为了实现这一目标,从赞助文章中提取了四个不同的特征集:图像视觉特征、图像主题特征、文本主题特征和影响者特征。这些特征被单独或组合用作预测变量,以开发使用各种方法预测后人气的模型。实验结果表明,该预测模型具有较强的性能,在结合所有四个特征集时获得了最佳结果,突出了在评估赞助帖子有效性时考虑多个因素的重要性。此外,本研究采用田口实验分析了四个特征集对后流行度的相对贡献,并利用logistic回归的优势比分析来详细了解单个特征的影响。通过考察视觉、文字和网红相关因素的影响,本研究为品牌选择网红和优化帖子内容提供了有价值的指导,为网红营销策略提供了更深入的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Decoding influencer marketing effectiveness on instagram: Insights from image, text, and influencer features
Influencer marketing has become a crucial strategy for modern brands. By collaborating with influencers to publish sponsored posts on social media platforms, brands can leverage influencer popularity and follower engagement to enhance brand exposure and attract potential consumers. This study aims to predict the popularity of sponsored posts on Instagram and analyze the factors influencing their effectiveness. To achieve this, four distinct feature sets were extracted from sponsored posts: image visual features, image topic features, text topic features, and influencer features. These features were used individually and in combination as predictive variables to develop models for predicting post popularity using various methods. Experimental results demonstrate that the predictive models achieve strong performance, with the best results obtained when incorporating all four feature sets, highlighting the importance of considering multiple factors in evaluating sponsored post effectiveness. Furthermore, this study employs the Taguchi experiments to analyze the relative contribution of the four feature sets to the post popularity and utilizes odds ratio analysis from logistic regression to provide detailed insights into the impact of individual features. By examining the influence of visual, textual, and influencer-related factors, this study offers valuable guidance for brands in selecting influencers and optimizing post content, providing deeper insights into influencer marketing strategies.
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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