Detecting the Influencer on Social Networks Using Passion Point and Measures of Information Propagation ^†

• Main Authors: Tai Huynh, Hien Nguyen, Ivan Zelinka, Dac Dinh, Xuan Hau Pham
• Format: Article
• Language: English
• Published: MDPI AG 2020-04-01
• Series: Sustainability
• Subjects: influencer; opinion leaders; social pulse; information propagation; passion point; centrality measure
• Online Access: https://www.mdpi.com/2071-1050/12/7/3064

Influencer marketing is a modern method that uses influential users to approach goal customers easily and quickly. An online social network is a useful platform to detect the most effective influencer for a brand. Thus, we have an issue: how can we extract user data to determine an influencer? In this paper, a model for representing a social network based on users, tags, and the relationships among them, called the SNet model, is presented. A graph-based approach for computing the impact of users and the speed of information propagation, and measuring the favorite brand of a user and sharing the similar brand characteristics, called a passion point, is proposed. Therefore, we consider two main influential measures, including the extent of the influence on other people by the relationships between users and the concern to user’s tags, and the tag propagation through social pulse on the social network. Based on these, the problem of determining the influencer of a specific brand on a social network is solved. The results of this method are used to run the influencer marketing strategy in practice and have obtained positive results.