Instagram上赞助影响者帖子的特征化和检测
Characterising and Detecting Sponsored Influencer Posts on Instagram
摘要：
近年来，出现了一种新的广告活动形式：那些涉及所谓的社交媒体影响者的广告活动。这些影响者通过他们的社交媒体推送来推广产品，以换取金钱。虽然这是一种新的和令人感兴趣的营销形式，但它也提出了许多问题，特别是与透明度和监管有关的问题。例如，有时可能不清楚哪些账户是正式的影响者，或者什至是什麽构成了影响者/广告。这对于建立影响者的完整性并确保遵守广告法规非常重要。我们收集了一个大规模的Instagram数据集，涵盖了数千个广告产品的账户，并根据他们接触的用户数量进行分类。然后，我们详细分析了这些账户所宣传的产品类型，它们的潜在覆盖范围以及它们从追随者那里获得的参与度。根据我们的发现，我们训练机器学习模型来区分赞助内容和非赞助内容，并识别人们在没有正式标记的情况下生成赞助帖子的情况。我们的研究结果为了解在线影响者的未充分研究空间迈出了第一步，这可能对研究人员，营销人员和政策制定者有用。
英文摘要：
Recent years have seen a new form of advertisement campaigns emerge: those involving so-called social media influencers. These influencers accept money in return for promoting products via their social media feeds. Although this constitutes a new and interesting form of marketing, it also raises many questions, particularly related to transparency and regulation. For example, it can sometimes be unclear which accounts are officially influencers, or what even constitutes an influencer/advert. This is important in order to establish the integrity of influencers and to ensure compliance with advertisement regulation. We gather a large-scale Instagram dataset covering thousands of accounts advertising products, and create a categorisation based on the number of users they reach. We then provide a detailed analysis of the types of products being advertised by these accounts, their potential reach, and the engagement they receive from their followers. Based on our findings, we train machine learning models to distinguish sponsored content from non-sponsored, and identify cases where people are generating sponsored posts without officially labelling them. Our findings provide a first step towards understanding the under-studied space of online influencers that could be useful for researchers, marketers and policymakers.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
