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The rise of online social networks has created a new landscape for brands and companies to engage with consumers. Influencer marketing has emerged as a modern strategy that utilizes social media influencers to connect with target audiences quickly and effectively. The challenge for companies and decision-makers is how to determine and profile social media influencers, by extracting and classifying the opinions and topics they discuss. A limited number of studies suggest advanced methods for identifying social media influencers. The aim of this research is to introduce a new approach, Identifying and Profiling Influencers in the context of social media Marketing (IPIM) to determine influencers based on content mining on Twitter. The IPIM approach consists of four phases: (1) employing topic modeling to uncover relevant topics, (2), assembling topics into domains and marketing strategies, (3) categorizing the expertise levels using clustering techniques and (4) identifying and profiling marketing influencers with the PageRank algorithm and social network data. The findings show that an influencer can engage in multiple marketing domains and strategies. Moreover, the impact of influencers does not only rely on their fame or the size of their network. The IPIM approach demonstrates that a focused and relevant content is a key influence factor in the marketing field.
Chebil et al. (Sun,) studied this question.