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image/svg+xml Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao Closed Access logo, derived from PLoS Open Access logo. This version with transparent background. http://commons.wikimedia.org/wiki/File:Closed_Access_logo_transparent.svg Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao https://doi.org/10.1...arrow_drop_down
image/svg+xml Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao Closed Access logo, derived from PLoS Open Access logo. This version with transparent background. http://commons.wikimedia.org/wiki/File:Closed_Access_logo_transparent.svg Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao
https://doi.org/10.1007/978-3-...
Part of book or chapter of book . 2020 . Peer-reviewed
License: Springer TDM
Data sources: Crossref
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Detecting Engagement Bots on Social Influencer Marketing

Authors: Seungbae Kim; Jinyoung Han;

Detecting Engagement Bots on Social Influencer Marketing

Abstract

Influencer fraud, which can significantly damage authentic influencers and companies, has become one of the most important problems that can adversely affect the influencer marketing industry. Fraudulent influencers obtain fake engagements on their posts by purchasing engagement bots that automatically generate likes and comments. To identify bots that make fake engagements to influencers, we perform an in-depth analysis on the social network of influencer engagements, which consists of 14,221 influencers, 9,290,895 users, and 65,848,717 engagements. We find that bots tend to have low local clustering coefficients and write short comments which are similar to each other. Based on the analysis results of the unique engagement behavior of bots, we propose a neural network-based model that learns text, behavior, and graph representations of social media users to detect the engagement bots from audiences of influencers. The experimental results show that the proposed model outperforms well-known baseline methods by achieving 80% accuracy.

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
7
Top 10%
Average
Average
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