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Social Network Analysis and Mining

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01.12.2024 | Case Report

A novel influence quantification model on Instagram using data science approach for targeted business advertising and better digital marketing outcomes

verfasst von: Sachin Kumar, Kartikey Saran, Yashu Garg, Gaurav Dubey, Shivam Goel, Alok Nikhil Jha, Ajit Kumar Verma

Erschienen in: Social Network Analysis and Mining | Ausgabe 1/2024

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Abstract

Instagram is one of the most popular and widely used social network platforms. It is used as a digital tool to connect with other users and also to share information and influence them for marketing and advertising purposes. The influence of popular users is broadly determined by post’s engagement rate in terms of likes, comments, and shares, and the number of followers as well. An objective and comprehensive measure of popularity is necessary to understand the factors that will help make an influencer marketing campaign more successful and beneficial for business activities. This research work attempts to take various features of an influencer account and Instagram posts dataset and develop a novel model that accurately quantifies and determines the influence of a user on Instagram. The research is based on datasets of top regional Instagram influencers and their posts based on categories signified through hashtags and captions. Our research attempts to develop a model using principal component analysis to quantify influence and using it to rank influencers. In our experiment, the proposed model after experimentation, gave the Instagram username “iqbaal.e” influence score as 874,712.9526, username “1nctdream” as 753,830.5847 and username “weareone. exo” as 668,054.4360. The proposed model ranks were compared with other ranks for Instagram users based on other measures such as follower rank etc. User names “huyitian”, “bintangemon” and “bimopd” are top social media influencers based on the proposed model for better business advertising and digital marketing outcomes with collected data and experiment context. This proposed approach gives an exploration for the stakeholders to quantify the impact of influencer in social media and demonstrate an innovative approach.

Vorheriger Artikel A survey of hate speech detection in Indian languages

Nächster Artikel Who is mentioning COVID-19 articles on twitter? Classifying twitter users in the context of scholarly communication

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Titel: A novel influence quantification model on Instagram using data science approach for targeted business advertising and better digital marketing outcomes
verfasst von: Sachin Kumar
Kartikey Saran
Yashu Garg
Gaurav Dubey
Shivam Goel
Alok Nikhil Jha
Ajit Kumar Verma
Publikationsdatum: 01.12.2024
Verlag: Springer Vienna
Erschienen in: Social Network Analysis and Mining / Ausgabe 1/2024
Print ISSN: 1869-5450
Elektronische ISSN: 1869-5469
DOI: https://doi.org/10.1007/s13278-024-01230-z

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