SENTIMENT ANALYSIS TO EVALUATE INFLUENCER MARKETING: EXPLORING TO IDENTIFY THE PARAMETERS OF INFLUENCE

Authors

  • Shubham Agarwal , Madhavi Damle

Abstract

Influencer marketing on social media is trending and penetrating very well. The major
challenge is the Influencer Marketing campaigns are very hard to measure and may have serious
consequences. Sentiment Analysis can be used to evaluate such Influencer Marketing campaigns
and help brands to take informed decisions. The purpose of the research is to evaluate the
effectiveness of an influencer creating or boosting intangible assets like and take actionable
insights for brands to choose the right influencer for its products. This study identifying the right
parameters of influencer marketing through sentiment analysis. During the process the study also
highlights the opportunities and challenges it possess. Research study is conceptual in nature.
The researcher used secondary data from authentic secondary sources and conceptually
demonstrating to analyse and draw conclusions. We will be able to use sentiment score to
evaluate such intangible assets and make the right actionable decision. The research will have
significant use for Marketing Managers to make sound decision regarding marketing campaigns
and brand image. It will also be useful for influencers in order to keep themselves connected and
relevant to their audience by knowing the effects of influencer’s activities on emotional scale..

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Published

2020-12-01

How to Cite

Shubham Agarwal , Madhavi Damle. (2020). SENTIMENT ANALYSIS TO EVALUATE INFLUENCER MARKETING: EXPLORING TO IDENTIFY THE PARAMETERS OF INFLUENCE. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 4784 - 4800. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1725