Discover Micro-Influencers for Brands via Better Understanding
Shaokun Wang, Tian Gan, Yu-An Liu, Li Zhang, Jianlong Wu, Liqiang Nie
Abstract
With the rapid development of the influencer marketing industry in recent years, the cooperation between brands and micro-influencers on marketing has achieved much attention. As a key sub-task of influencer marketing, micro-influencer recommendation is gaining momentum. However, in influencer marketing campaigns, it is not enough to only consider marketing effectiveness. Towards this end, we propose a concept-based micro-influencer ranking framework, to address the problems of marketing effectiveness and self-development needs for the task of micro-influencer recommendation. Marketing effectiveness is improved by concept-based social media account representation and a micro-influencer ranking function. We conduct social media account representation from the perspective of historical activities and marketing direction. And two adaptive learned metrics, endorsement effect score and micro-influencer influence score, are defined to learn the micro-influencer ranking function. To meet self-development needs, we design a bi-directional concept attention mechanism to focus on brands’ and micro-influencers’ marketing direction over social media concepts. Interpretable concept-based parameters are utilized to help brands and micro-influencers make marketing decisions. Extensive experiments conducted on a real-world dataset demonstrate the advantage of our proposed method compared with the state-of-the-art methods.