Data-driven methodology for identifying the best influencers for a brand: A case study on Anemonia

Abstract

This study aims to develop a new data-driven methodology for identifying suitable influencers for a brand using data from social media. The increasing presence of such figures in these communication channels makes it challenging to select consistent and influential influencers for a specific audience. This paper introduces an innovative approach to defining these figures based on the analysis of relationships within the brand's network. Specifically, this methodology will be applied to the case study of a brand named “Anemonia”. The approach relies on the sequential application of various steps, including the use of tools such as Social Network Analysis (SNA) centrality, Sentiment Analysis (SA), and Analytical Hierarchical Process (AHP). Through the application of this methodology, the brand has been able to identify influencers consistent with its aesthetics and vision.