Working Paper

Video Influencers: Unboxing the Mystique

Prashant Rajaram

University of Michigan

Puneet Manchanda

University of Michigan

Jan 24, 2021


Develops a machine learning approach that uses novel transfer learning/deep learning approaches to avoid making a tradeoff between interpretability and predictive ability. Analyzes which elements of videos by social media influencers are most effective in engaging consumer interest and sentiment.

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