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<p>Along with the growth of social networks, social marketing, and influencer marketing, the analysis of influencers, especially the analysis of micro-influencers on social networks, is an interesting topic. Various approaches have been proposed for this problem, but there is still a research gap that no effort meets these requirements to determine micro-influencers. This study introduces a novel methodology for identifying influencers within social networks, utilizing three distinct metrics. These metrics include the <i>amplification factor</i>, which evaluates the spread of information, the <i>passion point</i>, measuring preferences of users for a brand or its offerings, and the <i>content creation score</i>, estimating proficiency of a user in generating social media content. The research compares its approach with several recent methods, establishing a baseline for assessment. Additionally, the proposed methodology is implemented to construct a management system for affiliate marketing campaigns. Beyond determining potential influencers, this system effectively oversees influencers’ impact on react-to-purchase conversion rates, contributing to a favorable return on investment in marketing campaigns employing the identified influencers.</p>

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Personal brand value extraction method to identify micro-influencer for effective digital marketing

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年9月3日

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  • Hien D. Nguyen,
  • Tai Huynh,
  • Quan M. Tran,
  • Hung Q. Ngo,
  • Vuong T. Pham,
  • Hung Nguyen

摘要

Along with the growth of social networks, social marketing, and influencer marketing, the analysis of influencers, especially the analysis of micro-influencers on social networks, is an interesting topic. Various approaches have been proposed for this problem, but there is still a research gap that no effort meets these requirements to determine micro-influencers. This study introduces a novel methodology for identifying influencers within social networks, utilizing three distinct metrics. These metrics include the amplification factor, which evaluates the spread of information, the passion point, measuring preferences of users for a brand or its offerings, and the content creation score, estimating proficiency of a user in generating social media content. The research compares its approach with several recent methods, establishing a baseline for assessment. Additionally, the proposed methodology is implemented to construct a management system for affiliate marketing campaigns. Beyond determining potential influencers, this system effectively oversees influencers’ impact on react-to-purchase conversion rates, contributing to a favorable return on investment in marketing campaigns employing the identified influencers.