Influencer Marketing Using SAS® Viya®
Marketing nowadays is more and more done via influencers. Influencers are content creators on social media who have a lot of followers and who really influence what people think, but also, what people consider buying. As influencer marketing is costly just as the more traditional marketing channels, it can be crucial for a company to select the best influencers to work with.
In our paper we aim to analyse on examples, who are the real influencers in Social Media, and what is the extent of their influence. The case study focuses on influencing opinions and sentiment about several brands. We analyse the posts and activities of a set of social media users with high number of followers. This requires first downloading posts and their metadata from some social media channels (we will focus on Instagram). Python® libraries and code will be used to complete these steps. We then analyse the network of posts, likes and replies to identify the influencers, the communities they are influential in and the extent of their influence on their follower’s opinion and sentiment about the brands being marketed. SAS® Viya® text and network analytics functionality will be used to perform these analyses. The data collection steps (Python®) are using Jupyter as a client, whereas the analysis steps are mainly done using SAS® Visual Text Analytics (Model Studio) and SAS® Visual Analytics.