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
    JOURNAL OPEN ACCESS

    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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