StratGenius: Natural Language Processing-Based System To Determine Effective Influencer Marketing Strategies
D. S. A. Nanayakkara, K. J. P. G. Perera · 2023
In the era of digital marketing, influencer marketing has become a dominant force, wielding the power to drive business sales. However, navigating the ever-evolving landscape of influencer marketing is no easy feat. With a multitude of platforms and diverse influencer attributes to consider, devising effective strategies can be a formidable challenge for businesses. To compound matters, analyzing influencer market research, a critical step in strategy development is a labor-intensive task requiring both expertise and time. To address these challenges, we propose StratGenius, an innovative, domain-independent tool designed to empower businesses by automating the process of deriving the most suitable influencer marketing strategies based on comprehensive market research data. This research presents a study where wealth of available data related to influencer market surveys are analyzed using Natural Language Processing (NLP) techniques to provide recommendations on the most appropriate influencer marketing strategies for a specific market segment, all while saving valuable time and resources. The outcomes are evaluated using online available datasets as well as with the help of real-world businesses demonstrating that businesses can confidently harness the potential of influencer marketing, ensuring precision and effectiveness in their influencer marketing efforts by utilizing the capabilities of StratGenius.