Location
Hilton Hawaiian Village, Honolulu, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2024 12:00 AM
End Date
6-1-2024 12:00 AM
Description
Social 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.
Recommended Citation
Tseng, Hsiao-Ting; Lo, Chia-Lun; and Shih, Ting-Ann, "Managing the Social Influence of Public Figures on Social Media" (2024). Hawaii International Conference on System Sciences 2024 (HICSS-57). 10.
https://aisel.aisnet.org/hicss-57/dsm/influencers/10
Managing the Social Influence of Public Figures on Social Media
Hilton Hawaiian Village, Honolulu, Hawaii
Social 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.
https://aisel.aisnet.org/hicss-57/dsm/influencers/10