Evaluating the Credibility of Influencer Marketing Through Online Review Mining

Purpose: This study examines product trial marketing within the broader framework of influencer marketing, aiming to evaluate the quality and reliability of online reviews. Sentiment analysis, a text mining technique, is applied to both trial group and general consumer text reviews.BR/Methods: This study proposes a method for evaluating the credibility of influencer marketing by identifying satisfaction levels in both general consumer reviews and influencer marketer reviews and statistically verifying the differences. The methodology involves two stages: the first stage involves the calculation of satisfaction scores, while the second stage involves the evaluation of review credibility.BR/Results: By analyzing qualitative data from text reviews, rather than relying on less informative quantitative data, this research highlights specific differences between reviews from trial groups and general consumers. These findings are expected to provide valuable insights for both consumers and businesses, thereby contributing to better-informed purchasing decisions and marketing strategy development.BR/Conclusion: Influencer marketing has only recently gained significant attention, yet research on its impact and credibility remains limited. This study addresses this gap by evaluating the credibility of influencer marketing through an analysis of online reviews.