An Evaluation Model for the Influence of KOLs in Short Video Advertising Based on Uncertainty Theory

Abstract

In the era of rapid growth in the short video industry, it is very important to find more accurate suitable advertising promoters, namely Key Opinion Leaders, to promote the development of short video commerce. A mathematical method is needed to grade and evaluate KOL’s abilities. Only in this way can advertisers better determine the value of KOL and determine whether it is suitable for promoting its products. Moreover, in the hierarchical evaluation of KOL, there is not only structured and quantifiable information, but also a large amount of unstructured and linguistic non-quantifiable information. Therefore, this article regards unquantifiable information as an uncertain variable and uses a comprehensive evaluation method based on uncertainty theory to handle subjective uncertainty in the evaluation process. Among them, all uncertain variables are symmetric. The main contribution of this article is the provision of a new evaluation method for KOL grading. Firstly, a two-level evaluation index system for KOL was established. Secondly, the importance and annotation of the Index set are set as uncertain variables, and the KOL evaluation model is constructed. Finally, two KOLs on TikTok were selected for comparative analysis to determine the importance ranking and KOL scores of each level of indicator, verifying the effectiveness and practicality of this method.

Keywords

• uncertainty theory
• KOL
• social media
• short video
• advertising
• evaluation model