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

研究成果: 雜誌貢獻會議論文同行評審

摘要

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.

原文???core.languages.en_GB???
頁(從 - 到)686-693
頁數8
期刊Proceedings of the International Conference on Electronic Business (ICEB)
23
出版狀態已出版 - 2023
事件23rd International Conference on Electronic Business, ICEB 2023 - Chiayi, Taiwan
持續時間: 19 10月 202323 10月 2023

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