@inproceedings{1a9e815a18d047caa031d5233438b116,
title = "Managing the Social Influence of Public Figures on Social Media",
abstract = "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.",
keywords = "clustering, Personal branding, social advertising, social influence management",
author = "Tseng, {Hsiao Ting} and Lo, {Chia Lun} and Shih, {Ting Ann}",
note = "Publisher Copyright: {\textcopyright} 2024 IEEE Computer Society. All rights reserved.; 57th Annual Hawaii International Conference on System Sciences, HICSS 2024 ; Conference date: 03-01-2024 Through 06-01-2024",
year = "2024",
language = "???core.languages.en_GB???",
series = "Proceedings of the Annual Hawaii International Conference on System Sciences",
publisher = "IEEE Computer Society",
pages = "2833--2842",
editor = "Bui, {Tung X.}",
booktitle = "Proceedings of the 57th Annual Hawaii International Conference on System Sciences, HICSS 2024",
}