Managing the Social Influence of Public Figures on Social Media

Hsiao Ting Tseng, Chia Lun Lo, Ting Ann Shih

研究成果: 書貢獻/報告類型會議論文篇章同行評審

摘要

Social media is critical to personal branding, and social advertising is commonly used to enhance brand communication and develop stronger personal brands. Public figures invest their resources in social advertising to improve their social influence within social networks. However, an effective social media advertising strategy has yet to be clearly defined. This study investigated effective social media advertising strategies and provided precise guidelines for social advertising investment for individuals managing personal brands. The study focused on political figures. The study applied machine learning to sort social advertisements and identify effective advertising patterns. Finally, fan pages were clustered to identify the most influential cluster. This study offers insights into personal branding on social media, which may help social investors refine their social influence marketing strategies.

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主出版物標題Proceedings of the 57th Annual Hawaii International Conference on System Sciences, HICSS 2024
編輯Tung X. Bui
發行者IEEE Computer Society
頁面2833-2842
頁數10
ISBN(電子)9780998133171
出版狀態已出版 - 2024
事件57th Annual Hawaii International Conference on System Sciences, HICSS 2024 - Honolulu, United States
持續時間: 3 1月 20246 1月 2024

出版系列

名字Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN(列印)1530-1605

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???event.eventtypes.event.conference???57th Annual Hawaii International Conference on System Sciences, HICSS 2024
國家/地區United States
城市Honolulu
期間3/01/246/01/24

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