Optimizing Humanitarian Aids: Formulating Influencer Advertisement in Social Networks

Abstract

In order to solve problems encountered during natural disasters, in addition to NGOs and relief teams, various individuals intend to help the injured. Although the cooperation of people has remarkable advantages, the disparity between the needs of the injured and the people’s donations can cause problems such as trouble for relief teams and wasting the substantial resources. In generic, the influencer selection in the marketing endeavors is mainly aimed to maximize people’s awareness and attention, but this research proposes a method for influencer selection, using Social Network Analysis (SNA) and optimization techniques, by which it is possible to establish an adaptation between the public attention and the type of injured necessities. The proposed method is applied to a real sample network of Facebook friends, to evaluate the efficiency and validity of the formulated method.