Managing the Social Influence of Public Figures on Social Media

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dc.contributor.authorTseng, Hsiao-Ting
dc.contributor.authorLo, Chia-Lun
dc.contributor.authorShih, Ting-Ann
dc.date.accessioned2023-12-26T18:39:14Z
dc.date.available2023-12-26T18:39:14Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2024.342
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.other90110962-6a84-404f-a606-ba2981dcbe8d
dc.identifier.urihttps://hdl.handle.net/10125/106725
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Influencers and Influencing
dc.subjectclustering
dc.subjectpersonal branding
dc.subjectsocial advertising
dc.subjectsocial influence management
dc.titleManaging the Social Influence of Public Figures on Social Media
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractSocial media is critical to personal branding, and social advertising is commonly used to enhance brand communication and develop stronger personal brands. Public figures invest their resources in social advertising to improve their social influence within social networks. However, an effective social media advertising strategy has yet to be clearly defined. This study investigated effective social media advertising strategies and provided precise guidelines for social advertising investment for individuals managing personal brands. The study focused on political figures. The study applied machine learning to sort social advertisements and identify effective advertising patterns. Finally, fan pages were clustered to identify the most influential cluster. This study offers insights into personal branding on social media, which may help social investors refine their social influence marketing strategies.
dcterms.extent10 pages
prism.startingpage2833

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