Developing the Influencer Marketing Process based on the Data-Driven Service Design

Abstract

With the continuous growth of the global entrepreneurial economy, research on how startups use social media platforms to achieve influencer marketing communication has become a topic worthy of study. However, although there is research on application rules related to influencer marketing, the detailed steps and methodology corresponding to each rule are lacking. This study uses a service design approach to fill this gap. In this paper, we provide influencer marketing strategies to a startup using the social media-driven service design method. This method combines service design tools and social media analytics techniques. In particular, based on the traditional service design process, we included social media-related data analysis methods and technologies and proposed a social media-driven service design methodology. This research offered ideas and a practical case for future influencer marketing and social media-related service design research.