Influencers Exploration on Multi-Platforms and Multi-Channels

• Main Authors: WANG, CHING-HUI, 汪靜惠
• Other Authors: HU, HSIAO-WEI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/c5qjdt

碩士 === 東吳大學 === 巨量資料管理學院碩士學位學程 === 107 === Due to the development of Internet technology and social media, every person nowadays has more influence than before, which means everyone could be an influencer. The marketing professionals, advertising agencies, or market researchers all remind the marketers to pay attention to changes in the consumer decision-making process. The social platforms are full of various information and comments, which are like a double-edged sword for the promotion of brands, products and services. It could be a sales boost or a sales resistance. In order to drive this influence to benefit the marketing result, you must find the right influencers first. In the past, most papers on the study of influencer identification methods were trying to identify influencer within a single platform or channel, but in real world, synergy happened across platforms and channels. Therefore, this study will focus on the realistic marketing needs – finding the influencers on multi-platforms and multi-channels quickly to create the maximum Information Cascades. We use the I-Mei Milk Tea campaign as our research target, and analyze the posts on the social media during the rage. To explore key influencers on these platforms and channels, we first use exploratory data analysis to show the whole scenario from the data. Then, social network analysis and self-defined influence scores (IScore and UScore) are used to identify influencers. In the end, this study confirmed that the method is feasible, and acquired some social media observations that may be used as references for marketers.