How Are Social Influencers Connected in Instagram?
How Are Social Influencers Connected in Instagram?
复制标题
社交影响者如何在 Instagram 中建立联系？
DOI：
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
M. Gerla
中科院分区：
文献类型：
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作者：
Seungbae Kim;Jinyoung Han;Seunghyun Yoo;M. Gerla
由于在线社交媒体的快速增长，社会影响者作为新的营销渠道引起了人们的极大关注。耐克或星巴克等品牌试图通过在特定领域拥有专业知识并拥有大量具有相似兴趣的追随者的社会影响力来宣传他们的产品。在本文中，我们分析了Instagram中影响者之间的社会关系和互动。为了调查社交影响者如何管理与其他影响者的社交关系以及他们如何分享共同的追随者，我们对Instagram进行了测量研究，并分析了被890万Instagram用户追随的218位社交影响者。我们发现，影响者往往拥有大量的追随者，他们是品牌的潜在客户，与其他影响者建立互惠关系，并与其他影响者分享共同的追随者。我们还发现，相互联系的影响者倾向于分享共同的追随者。我们相信，我们的工作可以为那些希望有效地雇佣一批有影响力的人并最大限度地提高广告效果的品牌提供重要的见解。
Due to the rapid growth of online social media, social influencers have attracted a great attention as new marketing channels. Brands such as NIKE or Starbucks try to advertise their products through social influencers who have expertise in specific areas and have a large number of followers with similar interests. In this paper, we analyze social relationships and interactions among influencers in Instagram. To investigate how social influencers manage social relationships with other influencers and how they share common followers, we conduct a measurement study on Instagram, and analyze the 218 social influencers who are followed by 8.9 M Instagram users. We find that influencers tend to have a large number of followers who are potential customers of brands, make reciprocal relationships with other influencers, and share common followers with other influencers. We also reveal that influencers who are connected each other tend to share common followers. We believe our work can provide an important insight for brands who would like to effectively hire a set of influencers and maximize their advertising effect.