A Framework of feature extraction of influencers

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. Therefore, it is necessary for companies to efficiently select influencers who have advertising effectiveness and influence. The objective of this study is to identify criteria for companies to extract the feature of influencers. The evaluation will be based on two viewpoints. One is how viewers feel about the influencer’s information transmitted. And the other is whether the influencer’s content is suitable for company’s marketing product. Text mining will be conducted mainly by collecting comments on influencers’ YouTube videos at the first step. Thus, the framework of feature extraction of influencers is constructed.