InfOnto : An ontology for fashion influencer marketing based on Instagram

The present applied research attempts to design an ontology of fashion influencer marketing domain based on fashion marketing resources in Iran that were available during the years 2014-2021. To extract concepts, relationships, and properties with inspiration from the knowledge engineering method proposed by Na and Neoh’s study, Delphi and Domain Analysis approach was used in 3815 influencers’ selection reason documents. To construct the ontology, a combination of The NeOn Methodology and Ontology Development 101, and Protégé (5.5.0 edition), were used. Ultimately, InfOnto was created with 1 conceptual core, 3 main concepts, 81 concepts, 8 categories, 2373 axioms, 1196 logical axioms, 61 object properties, 72 data properties, and 9 annotative properties. Concepts were evaluated using the Delphi method through interviews and questionnaires with 12 experts. In addition to the full supervision of the experts in all stages of the design and construction of the ontology, 30% of the defined concepts and relations were randomly provided to the experts for testing and approval based on their opinion