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Network Centrality Measures Vs. Influencer Self-Identification: Examining the Contradictions Between Centrality Measures and Self-Identified Influencers in Online Social Networks
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Resumo(s)
The rapid growth of social media has significantly impacted how brands promote their
products and interact with consumers. As individuals amass large online followings,
consumers increasingly use the internet to gather information about products and
brands. This shift has led brands to invest heavily in influencer marketing to boost brand
awareness. Therefore, identifying influential figures who can help spread brand
messages is crucial, and one effective way to achieve this is through the calculation of
social network analysis’ centrality measures.
This study explores the alignment between those identified through centrality measures
in online social networks (OSNs) and self-proclaimed influencers. To validate the
proposed methodology, this study uses Instagram data from the Portuguese brand Oliva
Store as a case study.
The analysis revealed a significant misalignment between self-identified influencers and
those identified through network centrality measures. Brands and stores often rank
higher in influence, suggesting that influence within OSNs is multifaceted and not solely
dependent on self-identification. Among the various centrality measures, PageRank
Centrality was found to be the most effective, accurately identifying around 23% of selfproclaimed influencers.
These findings challenge the notion that self-proclaimed influencers hold the highest
influence, highlighting the complex dynamics of OSNs where organizational entities can
also play significant roles. This study provides critical insights for marketers and social
media professionals, emphasizing the need for a nuanced approach to identifying and
leveraging influencers to optimize marketing strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Influencer Marketing Social Network Analysis Social Media Analytics Network Theory Online Social Networks SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure