چكيده به لاتين
With the advancement of technology, virtual space is more and more connected with the lives of members of the society. This process has created fundamental changes in the field of recovery and now businesses have turned to the field of digital marketing, especially influencer marketing. Although many years have passed in this field, there are still tangible shortcomings in the business marketing department. Currently, the main problem facing this field is identifying and matching the most suitable influencer with the brand. Influencers are known as the value symbol of the brand, and the wrong choice will cause irreparable damage to the business. This research aims to provide the maximum use of advertising for businesses by linking the psychology and marketing environment. By presenting a model based on machine learning and created by feature extraction from images, the upcoming research connects the brand and the influencer according to the personality characteristics of their followers. In order to achieve this goal and increase the performance of machine learning models, Logistic Regression, SVM, and Random Forest have been investigated, and in the personality section, like other studies, this research has also used the Big Five personality model, and in the information extraction step, a combination of image features with the features of the user account were measured and a total of 25 features were extracted from the user account. In the final step, in order to match the influencer with the brand's advertising, Manhattan distance has been used. In this regard, the smaller the Manhattan distance, the greater the similarity between the personality characteristics of the brand and the influencer. Compared to the previous models, the proposed model has provided a high percentage of accuracy and the lowest RMSE error rate for extroverted (71%), responsible (72%) and flexible (70%) personality traits. In addition to these cases, the matching method used also has an acceptable efficiency and based on the results, it can be said that the more the presence of personality traits on the pages of the brand and the influencer are similar, the interaction of the followers for the desired advertisement will also increase.
