Ranking Micro-Influencers: a Novel Multi-Task Learning and Interpretable Framework

Elwood, A.; Gasparin, Alberto; Rozza, Alessandro

doi:10.1109/ism52913.2021.00030

Cited by 4 publications

(6 citation statements)

References 28 publications

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“…The analysis reveals a need for more in-depth and refined research on micro-influencers. Several articles emphasize the crucial role of “credibility” in the current micro-influencer mechanism [ 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 ], with this paper addressing the antecedents of “credibility” and bridging gaps in micro-influencer identification compared to other influencers.…”

Section: Primary Researchmentioning

confidence: 99%

“…As expected, the dominant platform for micro-influencers is social media, as indicated in the table, where 24 out of 34 authors opted for Instagram, amassing a total sample size of 9053, while e-commerce platforms have limited representation. The very spaces used for daily documentation, self-expression, entertainment, and social connections consistently serve as arenas for consumption [ 2 , 5 , 6 , 7 , 9 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 43 , 59 , 64 , 65 , 66 , 67 , 68 , 69 , 70 , 71 , 72 , 73 , 74 , 75 , 76 , 77 , 78 , 79 , 80 , 81 , 82 ]. This highlights the influence of micro-influencers on their followers’ consumption patterns in three ways: first, through the presentation of consumption content reinforcing media discourse to consumers; second, by emphasizing how social media fundamentally shapes the contemporary landscape of consumption, creating digital consumption scenes at any time and place, influencing user behavior, and reshaping consumer demographics; and third, the proliferation of short videos and live streaming platforms, which has disrupted the media system, with micro-influencers acting as catalysts continuously impacting and rebalancing power dynamics across various digital media forms [ 83 ].…”

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

“…Furthermore, the diverse impact mechanisms exhibited by micro-influencers have been validated across various industries. Commonly recognized influence factors encompass engagement [ 23 ], attachment [ 2 ], and parasocial interactions [ 9 , 59 , 74 ]. The importance of impact criteria, such as the topicality, freshness, comprehensibility, trustworthiness, interestingness, and honesty of the account content, is duly acknowledged.…”

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

“…The importance of impact criteria, such as the topicality, freshness, comprehensibility, trustworthiness, interestingness, and honesty of the account content, is duly acknowledged. The concept of consumer-based digital content marketing, which includes functional, hedonic, and authenticity motives, has evolved [ 23 ]. While micro-influencers contribute to heightened market awareness [ 21 ] and enhanced brand recognition [ 73 ], their influence is particularly notable in the fashion [ 20 ] and tourism [ 66 ] sectors.…”

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

See 3 more Smart Citations

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

Chen,

Zhang,

Cai

et al. 2024

Behavioral Sciences

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This research provides a comprehensive overview of micro-influence marketing, analyzing the characteristics of influencers and the mechanisms of their impact. A systematic review was conducted, encompassing 2091 citing articles and references across 74 studies involving 95 research institutions and over 12,000 samples. Employing an interdisciplinary approach that integrates insights from computer science, information science, communication, culture, psychology, sociology, education, business, and management, this study outlines the distinct features of micro-influencers. These features include performable authenticity, affinity expressed through consistency and transparency, musical and artistic media talent, and competitive individual traits. The research synthesizes antecedents of trust and attachment mechanisms commonly employed in influencer theory, taking an objective standpoint and minimizing emphasis on audience engagement and perception to trigger influence. The findings highlight that followers’ pursuit of self-branding, driven by self-consciousness, social consciousness, credibility, and social presence, significantly influences the impact of self-expressive products on the audience’s purchase intention. The research contributes to micro-influence marketing theory by integrating mechanics, offering practical implications for micro-influencers, and suggesting future research agendas.

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Section: Primary Researchmentioning

confidence: 99%

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

See 2 more Smart Citations

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

Chen,

Zhang,

Cai

et al. 2024

Behavioral Sciences

View full text Add to dashboard Cite

show abstract

“…Platforms could thus give access to two categories of data: self-reported classifications from verified traders (including companies and self-employed individuals), and inferred classifications based on its insights on account content. These labels can also help generate lists of users who fulfill certain criteria [16],…”

Section: From Enforcement Goals To Computational Tasksmentioning

confidence: 99%

The Case for a Legal Compliance API for the Enforcement of the EU's Digital Services Act on Social Media Platforms

Goanta¹,

Bertaglia²,

Iamnitchi³

2022

Preprint

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In the course of under a year, the European Commission has launched some of the most important regulatory proposals to date on platform governance. The Commission's goals behind cross-sectoral regulation of this sort include the protection of markets and democracies alike. While all these acts propose sophisticated rules for setting up new enforcement institutions and procedures, one aspect remains highly unclear: how digital enforcement will actually take place in practice. Focusing on the Digital Services Act (DSA), this discussion paper critically addresses issues around social media data access for the purpose of digital enforcement and proposes the use of a legal compliance application programming interface (API) as a means to facilitate compliance with the DSA and complementary European and national regulation. To contextualize this discussion, the paper pursues two scenarios that exemplify the harms arising out of content monetization affecting a particularly vulnerable category of social media users: children. The two scenarios are used to further reflect upon essential issues surrounding data access and legal compliance with the DSA and further applicable legal standards in the field of labour and consumer law.CCS Concepts: • Social and professional topics → Governmental regulations.

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Ranking Micro-Influencers: A Multimedia Framework with Multi-Task and Interpretable Architectures

Elwood¹,

Gasparin²,

Rozza³

2022

Int. J. Semantic Computing

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With the rise in use of social media to promote branded products, the demand for effective influencer marketing has increased. Brands are looking for improved ways to identify valuable influencers among a vast catalogue; this is even more challenging with micro-influencers, which are more affordable than mainstream ones but difficult to discover. In this paper, we propose a novel multi-task learning framework to improve the state of the art in micro-influencer ranking based on multimedia content. Moreover, since the visual congruence between a brand and influencer has been shown to be a good measure of compatibility, we provide an effective visual method for interpreting our model’s decisions, which can also be used to inform brands’ media strategies. We compare with the current state of the art on a recently constructed public dataset and we show significant improvement both in terms of accuracy and model complexity. We also introduce a methodology for tuning the image and text contribution to the final ranking score. The techniques for ranking and interpretation presented in this work can be generalized to arbitrary multimedia ranking tasks that have datasets with a similar structure.

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Ranking Micro-Influencers: a Novel Multi-Task Learning and Interpretable Framework

Cited by 4 publications

References 28 publications

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

The Case for a Legal Compliance API for the Enforcement of the EU's Digital Services Act on Social Media Platforms

Ranking Micro-Influencers: A Multimedia Framework with Multi-Task and Interpretable Architectures

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