SAGraph: A Large-Scale Social Graph Dataset with Comprehensive Context for Influencer Selection in Marketing

TL;DR

SAGraph is a comprehensive large-scale social graph dataset from Weibo that captures multi-dimensional influencer marketing data, enabling advanced analysis and prediction of campaign success using traditional methods and large language models.

Contribution

The paper introduces SAGraph, a novel dataset with detailed interaction data and content features, facilitating in-depth influencer marketing research and prediction models.

Findings

LLM-based approaches outperform traditional models in predicting campaign success.

Content analysis significantly improves influencer effectiveness prediction.

The dataset enables detailed analysis of influencer marketing dynamics.

Abstract

Influencer marketing campaign success heavily depends on identifying key opinion leaders who can effectively leverage their credibility and reach to promote products or services. The selecting influencers process is vital for boosting brand visibility, fostering consumer trust, and driving sales. While traditional research often simplifies complex factors like user attitudes, interaction frequency, and advertising content, into simple numerical values. However, this reductionist approach fails to capture the dynamic nature of influencer marketing effectiveness. To bridge this gap, we present SAGraph, a novel comprehensive dataset from Weibo that captures multi-dimensional marketing campaign data across six product domains. The dataset encompasses 345,039 user profiles with their complete interaction histories, including 1.3M comments and 554K reposts across 44K posts, providing unprecedented granularity in influencer marketing dynamics. SAGraph uniquely integrates user profiles, content features, and temporal interaction patterns, enabling in-depth analysis of influencer marketing mechanisms. Experimental results using both traditional baselines and state-of-the-art large language models (LLMs) demonstrate the crucial role of content analysis in predicting advertising effectiveness. Our findings reveal that LLM-based approaches achieve superior performance in understanding and predicting campaign success, opening new avenues for data-driven influencer marketing strategies. We hope that this dataset will inspire further research https://github.com/xiaoqzhwhu/SAGraph/.