A Sentimental Analysis Tool for Determining the Promotional Success of Fashion Images on Instagram

Sentiment Analysis (SA) or Opinion Mining is the process of analysing natural language texts to detect anemotion or a pattern of emotions towards a certain product to make a decision about that product. SA is atopic of text mining, Natural Language Processing (NLP) and web mining disciplines. Research in SA iscurrently at its peak given the amount of data generated from social media networks. The concept is thatconsumers are expressing exactly what they need, want and expect from a product but on the other hand thecompanies don’t have the tools to analyse and understand these feelings to satisfy these consumersaccordingly.One of the applications that generate a high rate of reactions and sentiments in social networks isInstagram. This study focuses on analysing the reactions generated by the top 50 fashion houses on Instagramgiven their top 20 images with the highest number of likes. The approach taken in this study is to qualify thevisual aesthetics of fashion images and to establish why some succeed on social media more than others.The basic question asked in this paper is whether there are certain visual aesthetics that appeal more to theuser and are therefore more successful on social media than others as determined by a measure we introduce,‘Social Value’. To do so, a sentiment analysis tool is developed to measure the proposed social value of eachimage. An input of comments from each image will be processed. Each comment will go through a preprocessingphase; each word will be placed through a lexicon to identify if it is positive or negative. Theoutput of the lexicon is a score value assigned to each comment to identify its degree of positivity, negativity,or it has no effect on the social value. Adding to these results, the number of likes and shares would also betaken into consideration quantifying the image’s value. A cumulative result is then produced to determine thesocial value of an image. Keywords: Sentiment Analysis; Opinion Mining; Instagram; Social Value; Aesthetic

Promotion and Marketing Communications

This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes

Design Influencing: A Formulaic Approach to an Alternative Career Path

The rising popularity of social media over the past two decades has resulted in many changes to the marketing world. Not only have companies turned to these social platforms for their own marketing efforts, but the surge has given rise to an entirely new industry, Influencing. Influencers can be found in any genre, opening up entirely new avenues of income for many professionals. Professional influencers are those influencers that are able to garner a monetary value large enough to sustain their way of life based on their social media following. For designers and illustrators, this avenue has resulted in the potential to market oneself in an entirely new way. Design influencers, as this research will refer to them, are no longer marketing themselves in a B2B format, they have created entirely customizable careers based on their social media presence that allows them to market themselves in a manner more similar to B2C practices, they have become the brand and their audience is the consumer. This research will examine the patterns and circumstances that have allowed these designers to build careers in this manner and determine whether or not it can be replicated in a consistent manner that would validate its acknowledgment as a viable career path, rooted in strategy, that can be prepared for in post-secondary institutions

LookBook: pioneering Inclusive beauty with artificial intelligence and machine learning algorithms

Technology's imperfections and biases inherited from historical norms are crucial to acknowledge. Rapid perpetuation and amplification of these biases necessitate transparency and proactive measures to mitigate their impact. The online visual culture reinforces Eurocentric beauty ideals through prioritized algorithms and augmented reality filters, distorting reality and perpetuating unrealistic standards of beauty. Narrow beauty standards in technology pose a significant challenge to overcome. Algorithms personalize content, creating "filter bubbles" that reinforce these ideals and limit exposure to diverse representations of beauty. This cycle compels individuals to conform, hindering the embrace of their unique features and alternative definitions of beauty. LookBook counters prevalent narrow beauty standards in technology. It promotes inclusivity and representation through self-expression, community engagement, and diverse visibility. LookBook comprises three core sections: Dash, Books, and Community. In Dash, users curate their experience through personalization algorithms. Books allow users to collect curated content for inspiration and creativity, while Community fosters connections with like-minded individuals. Through LookBook, users create a reality aligned with their unique vision. They control consumed content, nurturing individualism through preferences and creativity. This personalization empowers individuals to break free from narrow beauty standards and embrace their distinctiveness. LookBook stands out with its algorithmic training and data representation. It offers transparency on how personalization algorithms operate and ensures a balanced and diverse representation of physicalities and ethnicities. By addressing biases and embracing a wide range of identities, LookBook sparks a conversation for a technology landscape that amplifies all voices, fostering an environment celebrating diversity and prioritizing inclusivity

Instagram Influencers: The Effects of Sponsorship on Follower Engagement With Fitness Instagram Celebrities

Instagram influencer marketing is one of the fastest growing trends in advertising. Part of what makes influencers so powerful is their ability to foster parasocial relationships with their followers. But does this relationship change when an influencer becomes affiliated with brands? This study assessed how brand promotions affect follower engagement with influencer posts through the lens of source credibility theory. A quantitative content analysis was performed on 100 fitness influencer posts and their comments (N = 7,716) to determine if followers interact differently with sponsored and organic posts. Significant differences in follower engagement and sentiments were found between sponsored and organic content. The researcher also conducted interviews with ten Instagram fitness influencers and found that influencers notice these effects and take steps to mediate them. These findings can benefit influencers and brand managers by providing them with some best practices for keeping engagement up during influencer campaigns. It also provides us with a greater understanding of the power of online communities and their influence on consumer opinion

Of Music and Media: A Producer Study of Promotional Encoding on Social Media Through the Lenses of Paratext and Medium Theory

While music promotion has been important aspect for musicians, bands, and musical organizations for well over a century, the rise of social media in the digital era has profoundly changed the way these promoters perceived of and practice their commercial task of selling music. Paratexts (Gray, 2010a) offer an effective lens for focusing on these promotions while encoding/decoding (Hall, 1980) justifies producer studies to examine and uncover vital aspects of production shape the text and medium theory adds further focus by recentering the medium as being distinctly influential. Existing research on music promotion highlights the uniqueness and evocativeness of the musical product while historically-based music promotion practice dictates that a cohesive image should be crafted for promotion and that uncommercialized physical spaces should be sought out by promoters. The distinct symbolic traits and delineation of each social media have also been documented and researched. To uncover the perceptions, practices, and underlying ideologies of promoters, a representative sample of 22 independent North American musicians, bands, and record labels were interviewed. I found that these promotional producers consider the social media environment to be a free and egalitarian space of transparent communication and connectivity, but implicitly perceive the social media audience to be an inattentive, passive, and malleable mass audience. In emphasizing continual creation and circulation of promotions on social media, producers are implicitly devaluing their musical work. In addition, though producers state an awareness that social media channels are different, they approach social media monolithically and seek to distance themselves from overly commercial goals when creating promotions. The interviews with producers reveal deep, recurrent connections and ideologies underlying stated perceptions and practices of music promotion. Though music promotion and social media usage will continue to shift and change, the underpinning ideologies and implicit belief of promoters will remain and social mediated promotions will continue to eclipse the central musical text

The Dynamics of Influencer Marketing

YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for ""fake news""? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence

Of Music and Media: A Producer Study of Promotional Encoding on Social Media Through the Lenses of Paratext and Medium Theory

While music promotion has been important aspect for musicians, bands, and musical organizations for well over a century, the rise of social media in the digital era has profoundly changed the way these promoters perceived of and practice their commercial task of selling music. Paratexts (Gray, 2010a) offer an effective lens for focusing on these promotions while encoding/decoding (Hall, 1980) justifies producer studies to examine and uncover vital aspects of production shape the text and medium theory adds further focus by recentering the medium as being distinctly influential. Existing research on music promotion highlights the uniqueness and evocativeness of the musical product while historically-based music promotion practice dictates that a cohesive image should be crafted for promotion and that uncommercialized physical spaces should be sought out by promoters. The distinct symbolic traits and delineation of each social media have also been documented and researched. To uncover the perceptions, practices, and underlying ideologies of promoters, a representative sample of 22 independent North American musicians, bands, and record labels were interviewed. I found that these promotional producers consider the social media environment to be a free and egalitarian space of transparent communication and connectivity, but implicitly perceive the social media audience to be an inattentive, passive, and malleable mass audience. In emphasizing continual creation and circulation of promotions on social media, producers are implicitly devaluing their musical work. In addition, though producers state an awareness that social media channels are different, they approach social media monolithically and seek to distance themselves from overly commercial goals when creating promotions. The interviews with producers reveal deep, recurrent connections and ideologies underlying stated perceptions and practices of music promotion. Though music promotion and social media usage will continue to shift and change, the underpinning ideologies and implicit belief of promoters will remain and social mediated promotions will continue to eclipse the central musical text

Blogging mastery: analyzing the key strategies behind successful blogs

Bloggers in the digital landscape have the power to shape consumer behavior and influence their peers. However, successfully running a blog demands time and commitment, similar to operating a small business. Yet, there is scant literature regarding successful practices and strategies that bloggers use to build their blogs and remain successful. This study explores bloggers\u27 most effective methods and strategies to establish themselves in their respective niches. The qualitative research study uses transcendental phenomenology to examine the lived experiences of successful bloggers, aiming to provide insights into their successful strategies, best practices, challenges, and insights for new bloggers. Twelve bloggers that met the criteria for inclusion were interviewed using 12 semi-structured open-ended questions. Thematic analysis was used to code and categorize the themes. The findings suggest that bloggers use various strategies to establish themselves in their respective niches and overcome challenges. The study results were integrated and used to develop the Blogger Success Framework to help established and aspiring bloggers navigate the digital landscape of blogging