A Consideration of Analyzing the Impact of Influencer Flames

The frequency of influencer marketing use by companies has increased significantly, and tie-up advertisements are the most mainstream form in influencer marketing. The recent increase in the number of influencers has made it difficult for companies to select the most appropriate influencers. In recent years, the number of flame wars over SNS content has been increasing. Since the content can be interpreted in a variety of ways, it may be perceived in a different way than originally intended and everything will suffer a negative impact. Therefore, it is necessary to understand the extent to which an influencer's video will be affected if it goes up in flames. The objective of this study is to provide new insights into influencer marketing in companies by analyzing the extent. Sentiment analysis was conducted using viewer comments on the influencer's videos before and after the flaming. By analyzing not only the change in the ratio of positive/negative comments before and after the flames, but also the change in the number of comments, we were able to infer the change in viewers' impression of the influencer and the characteristics of the influencer's own behavior.