Metodología analítica para incrementar el engagement de una cuenta de instagram

The following work presents an analytical methodology to determine elements through which the engagement of an Instagram account can be increased. This was done by extracting entities from publications of accounts followed by followers of a recognized Colombian celebrity, clustering them to find topics, and predicting the resulting engagement with the topics founded with machine learning models. It was found that the number of followers, the fact that the publication is video, and the sentiment it conveys are key elements that are related to engagement. Additionally, the topics that help most to increase the engagement among celebrity followers are kpop, music and Colombia, while those that affect it are external content, showbiz and news. On the other hand, it was found that it is more favourable to publish content on Sundays and late at night during the week. Finally, this document is expected to be an input for making decisions about the effective management of the celebrity's Instagram account.

• Autores: González García, Jorge Enrique; Sanabria Guerrero, Daniela Carolina
• Fecha de publicación: 2020
• Institución: Universidad de los Andes
• Repositorio: Séneca: repositorio Uniandes
• Idioma: spa
• OAI Identifier: oai:repositorio.uniandes.edu.co:1992/51033
• Acceso en línea: http://hdl.handle.net/1992/51033
• Palabra clave: Redes sociales en línea; Redes sociales; Medios de comunicación de masas; Clusters (Sistemas computacionales); Aprendizaje automático (Inteligencia artificial); Ingeniería
• Rights: openAccess
• License: https://repositorio.uniandes.edu.co/static/pdf/aceptacion_uso_es.pdf