ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks
In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-07-01
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| Series: | Applied Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3417/11/14/6497 |
| _version_ | 1797527664418881536 |
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| author | Tai Huynh Hien D. Nguyen Ivan Zelinka Kha V. Nguyen Vuong T. Pham Suong N. Hoang |
| author_facet | Tai Huynh Hien D. Nguyen Ivan Zelinka Kha V. Nguyen Vuong T. Pham Suong N. Hoang |
| author_sort | Tai Huynh |
| collection | DOAJ |
| description | In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing campaign needs a management system to manage on a social network. This system helps to increase the efficiency of a campaign. This paper proposes a management system for the influencer marketing campaign, called the ADVO system. This system provides a tool for collecting data on a social network and detecting potential brand influencers for the marketing campaign. The meaningful measures for users include amplification factors for evaluating the information propagation, the passion point to measure a user’s favorite when it comes to a brand, and the content creation score for determining the ability of post-content creating. The ADVO system helps the brand to make the decision through real-time visual reports of the campaign. It is a foundation to create commercial activities and construct an advocate community of the related brand. |
| first_indexed | 2024-03-10T09:45:57Z |
| format | Article |
| id | doaj.art-6b2551a37e134b23be9d92040ced316f |
| institution | Directory Open Access Journal |
| issn | 2076-3417 |
| language | English |
| last_indexed | 2024-03-10T09:45:57Z |
| publishDate | 2021-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj.art-6b2551a37e134b23be9d92040ced316f2023-11-22T03:10:42ZengMDPI AGApplied Sciences2076-34172021-07-011114649710.3390/app11146497ADVO: A System to Manage Influencer Marketing Campaigns on Social NetworksTai Huynh0Hien D. Nguyen1Ivan Zelinka2Kha V. Nguyen3Vuong T. Pham4Suong N. Hoang5Faculty of Information Technology, Ton Duc Thang University, Ho Chi Minh City 700000, VietnamFaculty of Computer Science, University of Information Technology, Ho Chi Minh City 700000, VietnamModeling Evolutionary Algorithms Simulation and Artificial Intelligence, Faculty of Electrical and Electronics Engineering, Ton Duc Thang University, Ho Chi Minh City 700000, VietnamKyanon Digital, Ho Chi Minh City 700000, VietnamFaculty of Information Technology, Sai Gon University, Ho Chi Minh City 700000, VietnamOlli Technology, Ho Chi Minh City 700000, VietnamIn the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing campaign needs a management system to manage on a social network. This system helps to increase the efficiency of a campaign. This paper proposes a management system for the influencer marketing campaign, called the ADVO system. This system provides a tool for collecting data on a social network and detecting potential brand influencers for the marketing campaign. The meaningful measures for users include amplification factors for evaluating the information propagation, the passion point to measure a user’s favorite when it comes to a brand, and the content creation score for determining the ability of post-content creating. The ADVO system helps the brand to make the decision through real-time visual reports of the campaign. It is a foundation to create commercial activities and construct an advocate community of the related brand.https://www.mdpi.com/2076-3417/11/14/6497content creationopinion leaderssocial networkbrand advocateinfluencer marketingdigital marketing |
| spellingShingle | Tai Huynh Hien D. Nguyen Ivan Zelinka Kha V. Nguyen Vuong T. Pham Suong N. Hoang ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks Applied Sciences content creation opinion leaders social network brand advocate influencer marketing digital marketing |
| title | ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks |
| title_full | ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks |
| title_fullStr | ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks |
| title_full_unstemmed | ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks |
| title_short | ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks |
| title_sort | advo a system to manage influencer marketing campaigns on social networks |
| topic | content creation opinion leaders social network brand advocate influencer marketing digital marketing |
| url | https://www.mdpi.com/2076-3417/11/14/6497 |
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