Using Natural Language Processing to identify effective influencers

Xing Fang and Tianfu Wang

Identifying the right influencers for brands is often the starting point for a successful influencer campaign.

The rise of social media has dramatically increased the accessibility and appeal of influencer marketing. However, it often comes with a high price when dealing with online celebrities: it can cost advertisers up to half a million dollars to have Kim Kardashian endorse a morning-sickness pill in a single post (Warren, 2018). These traditional celebrity influencers are so expensive that smaller brands have begun to work with micro-influencers (fewer than 100,000 followers; Campbell & Farrell, 2020) who are generally perceived as more trustworthy (Appel et al., 2020). However, as micro-influencers increasingly rely on endorsements, they may lose some of their...

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