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What is Measuring Product-Centeredness in Influencer Comments about?

This study proposes a metric for measuring product-centeredness in comments on branded posts by Instagram influencers, utilizing word embedding techniques. It identifies four key factors—authenticity, vividness, coolness, and influencer-product congruence—that influence comment content, with findings indicating that authenticity and congruence positively affect product-centeredness. The research highlights the need for content-based metrics in influencer marketing, moving beyond traditional volume-based met

Author

cosaki5008

Language

EN