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Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining

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@article{IJASEIT17228,
   author = {Hedy Pamungkas and Riswan Haryo Yudhianto and Bern Jonathan Sembiring and Indra Budi},
   title = {Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining},
   journal = {International Journal on Advanced Science, Engineering and Information Technology},
   volume = {12},
   number = {4},
   year = {2022},
   pages = {1395--1402},
   keywords = {Influencer; Instagram; endorsement; clustering; marketing.},
   abstract = {The growth of the Internet has significantly changed our way of life. Social media is being used not only for getting connected with people but also for media sharing, diffusing information, and even marketing. Social media marketing has a significant impact because it can target campaigns appropriately based on the segmentation of the products to be marketed. Furthermore, this approach can provide campaign costs that are less expensive than other traditional methods. One of the methods which are generally used is an endorsement. With the popularity of social media, a new type of endorsement called social media endorsement has been born. This type of endorsement incorporates social media influencers to promote products and goods. However, product and brand owners find it difficult to select suitable influencers to endorse their products. Therefore, we try to solve this problem by creating a recommender system using the clustering method. We collect data from Instagram, one of the most popular social media platforms. The result showed that three clusters produced out of the data had high quality. In addition, we applied Silhouette Coefficient to validate the result, which produced a positive result on 7.277×〖10〗^(-3). With such a result, we conclude that this model could be used to categorize which brands or products an influencer normally endorse and recommend product or brand owners if an influencer is suitable based on clustering.},
   issn = {2088-5334},
   publisher = {INSIGHT - Indonesian Society for Knowledge and Human Development},
   url = {http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=17228},
   doi = {10.18517/ijaseit.12.4.17228}
}

EndNote

%A Pamungkas, Hedy
%A Yudhianto, Riswan Haryo
%A Sembiring, Bern Jonathan
%A Budi, Indra
%D 2022
%T Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining
%B 2022
%9 Influencer; Instagram; endorsement; clustering; marketing.
%! Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining
%K Influencer; Instagram; endorsement; clustering; marketing.
%X The growth of the Internet has significantly changed our way of life. Social media is being used not only for getting connected with people but also for media sharing, diffusing information, and even marketing. Social media marketing has a significant impact because it can target campaigns appropriately based on the segmentation of the products to be marketed. Furthermore, this approach can provide campaign costs that are less expensive than other traditional methods. One of the methods which are generally used is an endorsement. With the popularity of social media, a new type of endorsement called social media endorsement has been born. This type of endorsement incorporates social media influencers to promote products and goods. However, product and brand owners find it difficult to select suitable influencers to endorse their products. Therefore, we try to solve this problem by creating a recommender system using the clustering method. We collect data from Instagram, one of the most popular social media platforms. The result showed that three clusters produced out of the data had high quality. In addition, we applied Silhouette Coefficient to validate the result, which produced a positive result on 7.277×〖10〗^(-3). With such a result, we conclude that this model could be used to categorize which brands or products an influencer normally endorse and recommend product or brand owners if an influencer is suitable based on clustering.
%U http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=17228
%R doi:10.18517/ijaseit.12.4.17228
%J International Journal on Advanced Science, Engineering and Information Technology
%V 12
%N 4
%@ 2088-5334

IEEE

Hedy Pamungkas,Riswan Haryo Yudhianto,Bern Jonathan Sembiring and Indra Budi,"Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining," International Journal on Advanced Science, Engineering and Information Technology, vol. 12, no. 4, pp. 1395-1402, 2022. [Online]. Available: http://dx.doi.org/10.18517/ijaseit.12.4.17228.

RefMan/ProCite (RIS)

TY  - JOUR
AU  - Pamungkas, Hedy
AU  - Yudhianto, Riswan Haryo
AU  - Sembiring, Bern Jonathan
AU  - Budi, Indra
PY  - 2022
TI  - Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining
JF  - International Journal on Advanced Science, Engineering and Information Technology; Vol. 12 (2022) No. 4
Y2  - 2022
SP  - 1395
EP  - 1402
SN  - 2088-5334
PB  - INSIGHT - Indonesian Society for Knowledge and Human Development
KW  - Influencer; Instagram; endorsement; clustering; marketing.
N2  - The growth of the Internet has significantly changed our way of life. Social media is being used not only for getting connected with people but also for media sharing, diffusing information, and even marketing. Social media marketing has a significant impact because it can target campaigns appropriately based on the segmentation of the products to be marketed. Furthermore, this approach can provide campaign costs that are less expensive than other traditional methods. One of the methods which are generally used is an endorsement. With the popularity of social media, a new type of endorsement called social media endorsement has been born. This type of endorsement incorporates social media influencers to promote products and goods. However, product and brand owners find it difficult to select suitable influencers to endorse their products. Therefore, we try to solve this problem by creating a recommender system using the clustering method. We collect data from Instagram, one of the most popular social media platforms. The result showed that three clusters produced out of the data had high quality. In addition, we applied Silhouette Coefficient to validate the result, which produced a positive result on 7.277×〖10〗^(-3). With such a result, we conclude that this model could be used to categorize which brands or products an influencer normally endorse and recommend product or brand owners if an influencer is suitable based on clustering.
UR  - http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=17228
DO  - 10.18517/ijaseit.12.4.17228

RefWorks

RT Journal Article
ID 17228
A1 Pamungkas, Hedy
A1 Yudhianto, Riswan Haryo
A1 Sembiring, Bern Jonathan
A1 Budi, Indra
T1 Finding the Right Influencers on Instagram for Endorsement Product Using Text Mining
JF International Journal on Advanced Science, Engineering and Information Technology
VO 12
IS 4
YR 2022
SP 1395
OP 1402
SN 2088-5334
PB INSIGHT - Indonesian Society for Knowledge and Human Development
K1 Influencer; Instagram; endorsement; clustering; marketing.
AB The growth of the Internet has significantly changed our way of life. Social media is being used not only for getting connected with people but also for media sharing, diffusing information, and even marketing. Social media marketing has a significant impact because it can target campaigns appropriately based on the segmentation of the products to be marketed. Furthermore, this approach can provide campaign costs that are less expensive than other traditional methods. One of the methods which are generally used is an endorsement. With the popularity of social media, a new type of endorsement called social media endorsement has been born. This type of endorsement incorporates social media influencers to promote products and goods. However, product and brand owners find it difficult to select suitable influencers to endorse their products. Therefore, we try to solve this problem by creating a recommender system using the clustering method. We collect data from Instagram, one of the most popular social media platforms. The result showed that three clusters produced out of the data had high quality. In addition, we applied Silhouette Coefficient to validate the result, which produced a positive result on 7.277×〖10〗^(-3). With such a result, we conclude that this model could be used to categorize which brands or products an influencer normally endorse and recommend product or brand owners if an influencer is suitable based on clustering.
LK http://ijaseit.insightsociety.org/index.php?option=com_content&view=article&id=9&Itemid=1&article_id=17228
DO  - 10.18517/ijaseit.12.4.17228