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In-context learning for propaganda detection on Twitter Mexico using large language model meta AI 使用大型语言模型元人工智能进行Twitter墨西哥宣传检测的上下文学习
IF 4.7 Pub Date : 2025-07-23 DOI: 10.1016/j.teler.2025.100232
C.A. Piña-García
This study explores the application of Large Language Models (LLMs) for detecting political propaganda on Twitter, focusing on manipulative political narratives during the 2018 Mexican presidential election. Using LLaMA 3.2, we implement a few-shot prompting within an In-Context Learning framework to classify tweets as propagandist or non-propagandist. Using a dataset of over 800,000 tweets mentioning the leading candidate, our model identifies linguistic patterns, sentiment dynamics, and adversarial tactics, including emotive language, personal attacks, and the strategic use of hashtags. Results indicate that 58.4 % of the analyzed tweets exhibited propagandist characteristics, with a predominance of negative sentiment and aggressive tone, indicating a significant presence of information manipulation and polarization. Hierarchical clustering and word frequency analyses reveal coordinated messaging patterns, reinforcing the role of social media as a tool for political discourse manipulation. Our findings demonstrate the performance of LLMs in automating misleading communication detection and provide a replicable AI-driven framework for analyzing manipulative political narratives in digital environments.
本研究探讨了大型语言模型(llm)在Twitter上检测政治宣传的应用,重点关注2018年墨西哥总统选举期间的操纵政治叙事。使用LLaMA 3.2,我们在上下文学习框架内实现了几次提示,将推文分类为宣传或非宣传。使用超过80万条提到领先候选人的推文数据集,我们的模型识别语言模式、情绪动态和对抗策略,包括情感语言、人身攻击和标签的战略使用。结果表明,58.4%的分析推文具有宣传特征,负面情绪和攻击性语气占主导地位,表明信息操纵和两极分化明显存在。分层聚类和词频分析揭示了协调的信息传递模式,强化了社交媒体作为政治话语操纵工具的作用。我们的研究结果证明了法学硕士在自动化误导性通信检测方面的表现,并为分析数字环境中的操纵性政治叙事提供了一个可复制的人工智能驱动框架。
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引用次数: 0
Mental load, ChatGPT, and work-study balance: A TAM-based study of AI adoption by employees in non-traditional education 心理负荷、ChatGPT和勤工助学平衡:基于tam的非传统教育员工采用人工智能的研究
Pub Date : 2025-07-22 DOI: 10.1016/j.teler.2025.100216
Humayyun Bashir, Rongting Zhou
The study explores using an AI-driven learning tool, particularly ChatGPT, to assist employees enrolled in distance learning and weekend programs. As AI tools have been embedded in education, limited research has explored their effectiveness in non-traditional educational settings. Despite the advancement of AI-driven technologies in education, few studies have been conducted on their efficacy in non-traditional educational environments. This study investigates how employees who face mental load due to balancing work and Study utilise ChatGPT to complete academic tasks. Data was gathered from 302 employees participating in various programs at universities in Pakistan, using a quantitative study design. The study revealed that employees facing a significant mental load from work-related tasks are more likely to use ChatGPT as an assistive tool for academic assignments. The findings also demonstrate that positive assessments of ChatGPT's benefits promote behavioral intention and actual usage, highlighting its potential to enhance work-study balance. The study revealed findings with significant consequences for educational institutions and policymakers. Integrating AI tools like ChatGPT into effective educational programs helps address the specific requirements of employees. The study also provides suggestions for optimal technology use and enhances the current knowledge on the pedagogical consequences of artificial intelligence tools in adaptable education environments.
该研究探索了使用人工智能驱动的学习工具,特别是ChatGPT,来帮助员工参加远程学习和周末课程。随着人工智能工具被嵌入到教育中,有限的研究探索了它们在非传统教育环境中的有效性。尽管人工智能技术在教育领域取得了进步,但对其在非传统教育环境中的有效性的研究却很少。本研究调查了由于平衡工作和学习而面临精神负荷的员工如何利用ChatGPT完成学业任务。使用定量研究设计,从参加巴基斯坦大学各种项目的302名员工中收集数据。研究显示,在工作任务中面临巨大精神负荷的员工更有可能使用ChatGPT作为学术作业的辅助工具。研究结果还表明,对ChatGPT好处的积极评估促进了行为意图和实际使用,突出了其增强工作与学习平衡的潜力。这项研究揭示了对教育机构和政策制定者具有重大影响的发现。将ChatGPT等人工智能工具整合到有效的教育计划中,有助于满足员工的特定需求。该研究还为最佳技术使用提供了建议,并增强了当前关于人工智能工具在适应性教育环境中教学后果的知识。
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引用次数: 0
Performance optimization of crossed bowties of inverted Sierpinski fractal antenna for multiband wireless communication applications 多波段无线通信用倒Sierpinski分形天线交叉领结的性能优化
Pub Date : 2025-07-11 DOI: 10.1016/j.teler.2025.100231
Abdelbasset Azzouz , Rachid Bouhmidi , Mohammed Chetioui , Redouane Berber , Ahmed J.A. Al-Gburi
In recent years, substantial research efforts have focused on Sierpinski fractal antennas, both in their conventional form and through hybridizations with other antenna types, as well as various modifications. However, an unexplored area of investigation remains: the application of an inverted Sierpinski fractal structure within a crossed bowtie antenna design. This article presents the design, fabrication, and measurement of a third iteration of an inverted crossed bowtie-shaped Sierpinski fractal antenna suitable for wireless multiband communication systems. The design procedure utilized a scripting technique (*.py) provided by the HFSS software due to the antenna’s complex geometry. Additionally, manually designing antennas with complex geometries, such as fractal antennas, can be time-consuming. Optimization procedures, along with a comparative study, were conducted, revealing that the proposed antenna offers more frequency bands and better impedance matching. The proposed antenna is constructed using dielectric material FR4 glass epoxy with a thickness of 1.6 mm, relative permittivity of 4.4, and a loss tangent of 0.025. The proposed antenna resonates at frequencies of 0.73, 2.75, 3.53, 5.22, and 5.64 GHz, covering various applications, including television broadcasting, satellite communication, radar systems (such as weather and air traffic control radar), long-range communication systems, wireless broadband services, and wireless networking (Wi-Fi). The simulation and experimental measurement results are in good agreement, validating the effectiveness of the antenna design for these applications.
近年来,大量的研究工作集中在Sierpinski分形天线上,无论是在其传统形式还是通过与其他天线类型的杂交,以及各种修改。然而,一个未开发的研究领域仍然存在:在交叉领结天线设计中应用倒Sierpinski分形结构。本文介绍了一种适用于无线多波段通信系统的倒交叉领结形Sierpinski分形天线的第三次迭代设计、制造和测量。由于天线的复杂几何结构,设计过程使用了HFSS软件提供的脚本技术(*.py)。此外,手动设计具有复杂几何形状的天线,例如分形天线,可能很耗时。优化程序和对比研究表明,该天线提供了更多的频带和更好的阻抗匹配。该天线采用厚度为1.6 mm、相对介电常数为4.4、损耗正切为0.025的介电材料FR4玻璃环氧树脂。该天线的谐振频率为0.73、2.75、3.53、5.22和5.64 GHz,可用于电视广播、卫星通信、雷达系统(如气象和空中交通管制雷达)、远程通信系统、无线宽带业务和无线网络(Wi-Fi)等多种应用。仿真结果与实验测量结果吻合较好,验证了该天线设计的有效性。
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引用次数: 0
Factors affecting customer engagement in AI marketing 人工智能营销中影响客户参与的因素
Pub Date : 2025-07-09 DOI: 10.1016/j.teler.2025.100230
Marie C. Lee , Denise Breckon
The purpose of this study was to establish a new dimensional framework of factors that influence customer engagement in AI marketing. This study employed a mixed-method approach, conducting semi-structured interviews and collecting 448 fully structured surveys from consumers located in the United States. Partial least squares structural equation modeling (PLS-SEM) was employed to examine the relationships among the variables. Primary data analysis was conducted using IBM SPSS and SmartPLS software. The findings suggest that the personalized, effective, enjoyable, reliable, and simple-to-use (PEERS) factors of an AI marketing device significantly affect customer engagement. This study develops the PEERS model that helps marketers create effective AI marketing strategies in a dynamic business environment.
本研究的目的是建立一个新的维度框架,影响人工智能营销中客户参与的因素。本研究采用混合方法,进行半结构化访谈,并从位于美国的消费者收集了448份完全结构化的调查。采用偏最小二乘结构方程模型(PLS-SEM)分析了各变量之间的关系。采用IBM SPSS和SmartPLS软件进行初步数据分析。研究结果表明,人工智能营销设备的个性化、有效、愉快、可靠和易于使用(PEERS)因素显著影响客户参与度。本研究开发了PEERS模型,帮助营销人员在动态的商业环境中制定有效的人工智能营销策略。
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引用次数: 0
Comprehensive classification and analysis of s-commerce design research 电子商务设计研究的综合分类与分析
Pub Date : 2025-07-01 DOI: 10.1016/j.teler.2025.100229
Youcef Baghdadi , Supriya Pulparambil
Social media and social networks have a profound impact on business and created a new business model called social commerce (s-commerce). S-commerce is a type of electronic commerce (e-commerce) which utilizes social media platforms to facilitate commercial activities. S-commerce design deals with the structuring of online platforms that integrate social interaction and commercial interactions. S-commerce design is very significant in the transition of e-commerce to s-commerce as user preferences, social interactions, and user-generated content determine the business. This research conducts a systematic mapping study to classify s-commerce design articles published between 2015 and 2023 in online databases. A framework is proposed to analyze and categorize the existing body of knowledge on s-commerce design. The framework comprises three dimensions: design themes, design principles, and design artifacts. The results of the research show that the most prevalent design theme under s-commerce design is behavioral design (66 %), the commonly addressed design artifact is the behavior intention model (63 %), and the most emphasized design principle is usability (22 %). Among the least explored dimensions of s-commerce design are requirement design as the theme (4 %), playfulness as the design principle (6 %), and technical models and conceptual frameworks as the artifact (1 %). This indicates that human behavioral design has been well studied, while more research on technical, business, trust, and requirement design is needed for the efficient implementation of s-commerce platforms. The findings of this study guide future s-commerce research by highlighting gaps and potential directions in areas such as personalization, security, and interaction features.
社交媒体和社交网络对商业产生了深远的影响,并创造了一种新的商业模式,称为社交商务(s-commerce)。S-commerce是一种利用社交媒体平台来促进商业活动的电子商务(电子商务)。S-commerce设计处理的是整合社交互动和商业互动的在线平台的结构。S-commerce设计在电子商务向S-commerce的过渡中非常重要,因为用户偏好、社交互动和用户生成的内容决定了业务。本研究对在线数据库中2015 - 2023年间发表的s-commerce设计文章进行了系统的映射研究。提出了一个框架来分析和分类现有的电子商务设计知识体系。该框架包括三个维度:设计主题、设计原则和设计工件。研究结果表明,s-commerce设计中最流行的设计主题是行为设计(66%),最常提到的设计工件是行为意图模型(63%),最强调的设计原则是可用性(22%)。在s-commerce设计中被探索最少的维度是需求设计作为主题(4%),可玩性作为设计原则(6%),技术模型和概念框架作为工件(1%)。这表明人类的行为设计已经得到了很好的研究,但要想有效地实现s-commerce平台,还需要对技术、商业、信任和需求设计进行更多的研究。本研究的结果通过突出个性化、安全性和交互功能等领域的差距和潜在方向,指导了未来的s-commerce研究。
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引用次数: 0
How do users perceive AI? A dual-process perspective on enhancement and replacement 用户如何看待人工智能?增强和替代的双过程视角
Pub Date : 2025-06-21 DOI: 10.1016/j.teler.2025.100227
Fan Li , Xiaotian Wei , Chenyang Wang , Chenyue Zhang , Guoming Yu , Ya Yang , Yuhan Liu
This study investigates the perceived value of artificial intelligence (AI) in human-machine interactions, focusing on the distinction between augmentation and replacement. Grounded in dual-process theory, we examine how different cognitive processing pathways influence AI perception, while social cognitive theory provides insight into users’ learning motivation. Using a two-wave survey study (N = 267), we explore (1) whether users perceive AI primarily as an augmentative or substitutive tool, (2) the impact of heuristic (Type 1) vs. analytical (Type 2) processing on AI value perception, and (3) the role of self-directed vs. socially influenced learning motivation in AI engagement. The results reveal that users predominantly view AI as an augmentative tool, with Type 2 processing leading to stronger AI value perceptions. Additionally, AI’s perceived value varies by content context, with profit-driven scenarios (e.g., advertising) amplifying both augmentation and replacement perceptions compared to non-profit contexts (e.g., news). Finally, self-directed AI usage behavior significantly predicts AI learning motivation, while external social influences play a lesser role. These findings underscore the importance of cognitive and social factors in shaping AI perception and emphasize the need for AI literacy to maximize its benefits in human-machine collaboration.
本研究探讨了人工智能(AI)在人机交互中的感知价值,重点关注增强和替代之间的区别。基于双过程理论,我们研究了不同的认知加工途径如何影响人工智能感知,而社会认知理论则提供了对用户学习动机的洞察。使用两波调查研究(N = 267),我们探讨了(1)用户是否将人工智能主要视为一种辅助或替代工具,(2)启发式(类型1)与分析性(类型2)处理对人工智能价值感知的影响,以及(3)自我导向与社会影响的学习动机在人工智能参与中的作用。结果显示,用户主要将人工智能视为一种辅助工具,类型2处理导致更强的人工智能价值感知。此外,人工智能的感知价值因内容环境而异,与非营利环境(如新闻)相比,利润驱动的场景(如广告)放大了增强和替代感知。最后,自主AI使用行为显著预测AI学习动机,而外部社会影响作用较小。这些发现强调了认知和社会因素在塑造人工智能感知方面的重要性,并强调了人工智能素养的必要性,以最大限度地提高其在人机协作中的效益。
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引用次数: 0
Review of implementation barriers and strategic approaches for improving mHealth systems utilization in Africa: Lessons learnt from South Africa and Kenya 审查改善非洲移动卫生系统利用的实施障碍和战略方法:从南非和肯尼亚吸取的经验教训
Pub Date : 2025-06-20 DOI: 10.1016/j.teler.2025.100228
Elliot Mbunge , Caron Lee Jack , Maureen Nokuthula Sibiya , John Batani
Mobile health (mHealth) systems present tremendous opportunities to enhance healthcare service delivery in Africa, particularly in resource-limited settings. mHealth systems can improve access to care, bridge existing disparities in healthcare and improve communication between patients and healthcare professionals (HCPs). Despite these opportunities, various barriers hinder the effective implementation and utilization of mHealth systems in Africa. Therefore, this study analyses the utilization of mHealth systems and their implementation barriers in Africa and further proposes actionable and strategic solutions. The study applied PRISMA guidelines to search, select and analyze relevant literature from electronic databases such as Scopus, Web of Science, PubMed, CINAHL Plus and Google Scholar. A total of 17 papers were analyzed in this study. Technological barriers, digital literacy gaps, inadequate infrastructural support, economic constraints, cultural and societal resistance and lack of regional mHealth initiatives regulatory frameworks are key mHealth systems implementation barriers. Collaborative partnerships, user-centric design, government support and cultural integration are pivotal for achieving high-level technological adoption and utilization. Stakeholders and policymakers should adopt a multifaceted approach that includes investing in digital literacy and infrastructure, multisectoral engagement and collaboration, designing affordable and accessible mHealth solutions, fostering cultural acceptance through community engagement and harmonizing regulatory frameworks across African countries.
移动医疗(mHealth)系统为加强非洲的卫生保健服务提供了巨大的机会,特别是在资源有限的环境中。移动医疗系统可以改善获得医疗服务的机会,弥合医疗保健方面存在的差距,并改善患者与医疗保健专业人员(HCPs)之间的沟通。尽管有这些机会,各种障碍阻碍了移动医疗系统在非洲的有效实施和利用。因此,本研究分析了移动医疗系统的利用及其在非洲的实施障碍,并进一步提出了可操作的战略解决方案。本研究应用PRISMA指南对Scopus、Web of Science、PubMed、CINAHL Plus、谷歌Scholar等电子数据库的相关文献进行检索、选择和分析。本研究共分析了17篇论文。技术障碍、数字素养差距、基础设施支持不足、经济制约、文化和社会阻力以及缺乏区域移动卫生行动监管框架是移动卫生系统实施的主要障碍。协作伙伴关系、以用户为中心的设计、政府支持和文化融合是实现高水平技术采用和利用的关键。利益攸关方和决策者应采取多方面的方法,包括投资于数字扫盲和基础设施、多部门参与和合作、设计负担得起和可获得的移动医疗解决方案、通过社区参与促进文化接受,以及协调非洲各国的监管框架。
{"title":"Review of implementation barriers and strategic approaches for improving mHealth systems utilization in Africa: Lessons learnt from South Africa and Kenya","authors":"Elliot Mbunge ,&nbsp;Caron Lee Jack ,&nbsp;Maureen Nokuthula Sibiya ,&nbsp;John Batani","doi":"10.1016/j.teler.2025.100228","DOIUrl":"10.1016/j.teler.2025.100228","url":null,"abstract":"<div><div>Mobile health (mHealth) systems present tremendous opportunities to enhance healthcare service delivery in Africa, particularly in resource-limited settings. mHealth systems can improve access to care, bridge existing disparities in healthcare and improve communication between patients and healthcare professionals (HCPs). Despite these opportunities, various barriers hinder the effective implementation and utilization of mHealth systems in Africa. Therefore, this study analyses the utilization of mHealth systems and their implementation barriers in Africa and further proposes actionable and strategic solutions. The study applied PRISMA guidelines to search, select and analyze relevant literature from electronic databases such as Scopus, Web of Science, PubMed, CINAHL Plus and Google Scholar. A total of 17 papers were analyzed in this study. Technological barriers, digital literacy gaps, inadequate infrastructural support, economic constraints, cultural and societal resistance and lack of regional mHealth initiatives regulatory frameworks are key mHealth systems implementation barriers. Collaborative partnerships, user-centric design, government support and cultural integration are pivotal for achieving high-level technological adoption and utilization. Stakeholders and policymakers should adopt a multifaceted approach that includes investing in digital literacy and infrastructure, multisectoral engagement and collaboration, designing affordable and accessible mHealth solutions, fostering cultural acceptance through community engagement and harmonizing regulatory frameworks across African countries.</div></div>","PeriodicalId":101213,"journal":{"name":"Telematics and Informatics Reports","volume":"19 ","pages":"Article 100228"},"PeriodicalIF":0.0,"publicationDate":"2025-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144502094","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Bringing computer and social/psychological/medical sciences together: The case of digital well-being and AI well-being 将计算机和社会/心理/医学科学结合在一起:数字福祉和人工智能福祉的案例
Pub Date : 2025-06-18 DOI: 10.1016/j.teler.2025.100225
Christian Montag , Saifur Rahman , Johannes Thrul , Fahad AlBeyahi , Raian Ali
Electrical engineering and computer science as well as social/psychological and medical sciences have different traditions in conducting research and publishing it. These disciplines vary in the degree of focus and scrutiny they place on artifacts (e.g. software & models), knowledge, and methods, as well as the researcher's role and stance. In addition, there are differences between disciplines regarding the tools and measurements used and the subject of focus, whether human or machine. In recent years both disciplines are getting interested in studying similar research questions, whereas each party could benefit from interdisciplinary perspectives. This manuscript illustrates one relevant research area: The case of digital well-being intersects digital media design, primarily an engineering concern, with the goal of preserving and improving the well-being of users and society (the latter often being a focus of social, psychological and medical sciences). Logically, the goals of this research endeavor can be at best reached via interdisciplinary efforts, where the computer sciences meet the social/psychological/medical sciences. This will be also true for the new research area of AI well-being, and we discuss relationships between digital well-being and AI well-being on a theoretical level.
电子工程和计算机科学以及社会/心理和医学科学在进行研究和发表方面有不同的传统。这些规程对工件(例如软件)的关注和审查程度各不相同。模型)、知识和方法,以及研究者的角色和立场。此外,关于所使用的工具和测量以及关注的主题(无论是人还是机器),学科之间存在差异。近年来,这两个学科都对研究类似的研究问题感兴趣,而每一方都可以从跨学科的视角中受益。这篇手稿说明了一个相关的研究领域:数字福祉的案例与数字媒体设计相交叉,主要是一个工程问题,目标是维护和改善用户和社会的福祉(后者通常是社会、心理和医学科学的焦点)。从逻辑上讲,这项研究努力的目标最多可以通过跨学科的努力来实现,即计算机科学与社会/心理/医学科学相结合。对于人工智能福祉的新研究领域也是如此,我们在理论层面上讨论了数字福祉与人工智能福祉之间的关系。
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引用次数: 0
Exploring the impact of organizational culture on the performance of information technology projects in Jordanian organizations 探索组织文化对约旦组织信息技术项目绩效的影响
Pub Date : 2025-06-17 DOI: 10.1016/j.teler.2025.100210
Ashraf Bany Mohammed , Yousef Alsafadi , Manaf Al-Okaily , Heba Al-Hyasat , Yunus Al-yahya , Ra’ed Masa’deh
Even though previous studies have examined the relationship between organizational culture and successful information technology (IT) project performance globally, only a few studies have tried to examine the role of organizational culture on successful IT project performance in the Jordanian context. Therefore, the purpose of this research is to examine four factors of organizational culture namely strategic emphasis, positive work environment, leadership risk tolerance, and results orientation on the overall successful IT project performance in Jordanian organizations. To achieve the above-mentioned purpose, a quantitative research method with a questionnaire was used to collect data from 146 project managers, systems analysts, project consultants, program executives, IT managers, and project coordinators who work in Jordanian organizations. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze collected data. The results confirmed that successful IT project performance in Jordanian organizations is significantly and positively influenced by strategic emphasis and leadership risk tolerance. Contrary to what is expected, no associations could be established between a positive work environment and results orientation on successful IT project performance in Jordanian organizations, and hence the related hypotheses were rejected.
尽管以前的研究已经在全球范围内考察了组织文化与成功的信息技术(IT)项目绩效之间的关系,但只有少数研究试图在约旦的背景下考察组织文化对成功的IT项目绩效的作用。因此,本研究的目的是考察组织文化的四个因素,即战略重点、积极的工作环境、领导风险容忍和结果导向对约旦组织整体成功的IT项目绩效的影响。为了达到上述目的,采用问卷调查的定量研究方法收集了在约旦组织工作的146名项目经理、系统分析师、项目顾问、项目主管、IT经理和项目协调员的数据。采用偏最小二乘结构方程模型(PLS-SEM)对采集数据进行分析。结果证实,约旦组织中成功的IT项目绩效受到战略重点和领导风险承受能力的显著和积极影响。与预期相反,在约旦组织中,积极的工作环境与成功的信息技术项目绩效的结果导向之间无法建立联系,因此相关假设被拒绝。
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引用次数: 0
A micro-influencer recommender method based on brand features using deep learning approaches 基于品牌特征的深度学习微影响者推荐方法
Pub Date : 2025-06-14 DOI: 10.1016/j.teler.2025.100222
Mohammad Javad Shayegan, Nasim Kazem Shiroodi
Influencer marketing has become a critical strategy for brands, with micro-influencers playing a pivotal role in shaping consumer behavior on social media. These influencers significantly impact user decision-making; however, identifying the right micro-influencers who align with a brand’s identity and can maximize engagement remains a challenging task. This study aims to develop an effective system to predict which micro-influencers will generate the highest engagement for brands. The proposed method combines ResNet for extracting visual features from Instagram posts and BERT for extracting textual features, demonstrating a high degree of accuracy in predicting engagement rates. Three machine learning algorithms—Linear Regression, Random Forest, and Extreme Gradient Boosting—were employed for model training, with performance evaluated using Root Mean Squared Error (RMSE). Among these, the Random Forest model, enhanced through feature selection and hyperparameter tuning, achieved the lowest error with an RMSE of 1.50 %. Further evaluation using metrics such as AUC, cAUC, and MedR demonstrated that the proposed approach (ResNet + BERT) outperforms other methods across all metrics, achieving an AUC of 81 %, a cAUC of 67 %, and a MedR of 2. The proposed method improved AUC by 12 % and cAUC by 8 %, confirming its effectiveness in identifying high-engagement micro-influencers.
网红营销已经成为品牌的一项关键战略,微网红在塑造社交媒体上的消费者行为方面发挥着关键作用。这些影响者显著影响用户决策;然而,确定合适的微影响者,他们与品牌的身份一致,可以最大限度地提高参与度,仍然是一项具有挑战性的任务。本研究旨在开发一个有效的系统来预测哪些微影响者将为品牌带来最高的参与度。该方法结合了从Instagram帖子中提取视觉特征的ResNet和提取文本特征的BERT,在预测参与率方面显示出很高的准确性。三种机器学习算法——线性回归、随机森林和极端梯度增强——被用于模型训练,并使用均方根误差(RMSE)来评估性能。其中,随机森林模型通过特征选择和超参数调优得到增强,误差最小,RMSE为1.50%。使用AUC、cAUC和MedR等指标的进一步评估表明,所提出的方法(ResNet + BERT)在所有指标上都优于其他方法,实现了81%的AUC、67%的cAUC和2的MedR。该方法将AUC提高了12%,cAUC提高了8%,证实了其在识别高参与度微影响者方面的有效性。
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引用次数: 0
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