Micro-Influencer Recommendation by Multi-Perspective Account Representation Learning

Influencer marketing is emerging as a new marketing method, changing the marketing strategies of brands profoundly. In order to help brands find suitable micro-influencers as marketing partners, the micro-influencer recommendation is regarded as an indispensable part of influencer marketing. However, previous works only focus on modeling the individual image of brands/micro-influencers, which is insufficient to represent the characteristics of brands/micro-influencers over the marketing scenarios. In this case, we propose a micro-influencer ranking joint learning framework which models brands/micro-influencers from the perspective of individual image , target audiences , and cooperation preferences . Specifically, to model accounts’ individual image , we extract topics information and images semantic information from historical content information, and fuse them to learn the account content representation. We introduce target audiences as a new kind of marketing role in the micro-influencer recommendation, in which audiences information of brand/micro-influencer is leveraged to learn the multi-modal account audiences representation. Afterward, we build the attribute co-occurrence graph network to mine cooperation preferences from social media interaction information. Based on account attributes, the cooperation preferences between brands and micro-influencers are refined to attributes’ co-occurrence information. The attribute node embeddings learned in the attribute co-occurrence graph network are further utilized to construct the account attribute representation. Finally, the global ranking function is designed to generate ranking scores for all brand-micro-influencer pairs from the three perspectives jointly. The extensive experiments on a publicly available dataset demonstrate the effectiveness of our proposed model over the state-of-the-art methods.