Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
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  • Yufu Kuwashima, Sayaka Matsumoto
    Article type: research-article
    2024 Volume 23 Issue 3 Pages 35-47
    Published: June 15, 2024
    Released on J-STAGE: June 15, 2024
    Advance online publication: June 13, 2024

    In influencer marketing, influencers are usually selected based on the number of followers. But is this the right selection method? In this study, we conducted a preliminary survey of SDG-related words on Instagram. Among accounts with posts that included hashtags “#food loss” and “#renewable energy,” we selected one account with a high view count for each hashtag. Then, for these two accounts, we conducted a network analysis using mutual following relationships as ties and accounts as nodes. We found that the former account had a broadcasting-type network, whereas the latter account had a community-type network. In a community type network, users are very like-minded, and influencers with community-type networks are considered more effective at the purchase decision stage. Owing to a higher rate and number of comments for the community-type network, these two values could be used as substitute indicators for network structure.

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