Which influencer to choose? ranking instagram influencers using feature importance scores | |
| Author | Ploypan Phrukampai |
| Call Number | AIT RSPR no.IM-22-01 |
| Subject(s) | Social media--Influence Social influence--Marketing Relationship marketing--Data processing Instagram (Electronic resource)--Influence Machine learning |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Science in Information Management |
| Publisher | Asian Institute of Technology |
| Abstract | Influencer product Marketing on social media such as Instagram is very popular marketing in this era since it can easily reach a variety group of audiences on social media. However, the challenge is that how can we know who are the most worthy hiring influencer for brand enterprise, and how influencers know what good strategies for online advertising are? This study examined our own obtained Instagram influencer data and their marketing strategies by combining API and NLP features for feature importance prediction. We applied four machine learning regression models to estimate each influencer performance score and extract the most efficient factors that can drive user’s engagement. The ultimate result will be a list of influencers worth recruiting, ranked from high to low. This work will assist influencers in understanding how to develop engaging content by im plementing effective marketing approaches, as well as brands and businesses in selecting the correct influencer with good marketing qualities that lead to high user attention. When compared to the average engagement of influencers from a worldwide influencer website, our ranking result is 80 percent influencers indexing accurate. |
| Year | 2022 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Chaklam Silpasuwanchai; |
| Examination Committee(s) | Dailey, Matthew N.;Vatcharapon Esichaikul; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research studies project report (M. Sc.) - Asian Institute of Technology, 2022 |