Unravelling Consumer Engagement in Influencer Marketing: An Exploratory UGC Analysis

Yi Ching Tseng, Pei Yi Chen, Jing Ren, Yu Chen Hung, Wenting Liu, Jorng Tzong Horng, Li Ching Wu

Research output: Contribution to journalConference articlepeer-review


The sharp increase in the influencer market on social media generates a huge amount of content, including text, audio, images, and video. However, how these contents are used to leverage consumer engagement is still unclear. In this study, we explored the potential usage of natural language processing and various computer vision models in understanding influencer UGC and marketing analysis. Through studying the influencers’ textual and visual posts on Instagram, our preliminary findings show that different formats of UGC may impact consumer engagement differently. Our work offers new knowledge on exploring suitable analysis tools for studying the influencer market, and the learned insights on content generation could shed light on enhancing marketing effectiveness in the influencer marketing industry.

Original languageEnglish
Pages (from-to)686-693
Number of pages8
JournalProceedings of the International Conference on Electronic Business (ICEB)
StatePublished - 2023
Event23rd International Conference on Electronic Business, ICEB 2023 - Chiayi, Taiwan
Duration: 19 Oct 202323 Oct 2023


  • LIWC
  • UGC
  • computer vision
  • consumer engagement
  • influencer marketing


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