• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2025 > Volume 13 Number 4 (2025) >
JOEBM 2025 Vol.13(4): 383-387
DOI: 10.18178/joebm.2025.13.4.896

Performance Prediction and Analysis of YouTube Influencer Marketing Based on Machine Learning

Yi-Syuan Huang, Yu-Hsuan Chou, Ai-Wei Liu, and Chia-Chi Wu*
NCHU, Taiwan
Email: sophia66266818@gmail.com (Y.S.H.); nickyyes25@gmail.com (Y.H.C.); wusuilewo@gmail.com (A.W.L.); arthur@dragon.nchu.edu.tw (C.C.W.)
*Corresponding author

Manuscript received July 25, 2025; accepted September 12, 2025; published December 3, 2025.

Abstract—With the rapid growth of social media, content creation and sharing have become an integral part of daily life. As the world’s largest video platform, YouTube’s influence in influencer marketing continues to rise. However, research on predicting the effectiveness of influencer marketing before video publication remains insufficient. Most existing studies rely on early data collected after video publication, which, while accurate, fails to address the need for pre-release predictions and comprehensive multi-metric evaluations. This study employs a machine learning-based multimodal model that integrates pre-publication attributes (such as titles, descriptions, and thumbnails) to classify performance levels (high, medium, low) for metrics like views, comments, and purchase intent. The results demonstrate that the features of target videos significantly contribute to the accuracy of performance predictions. This study provides businesses with a tool to evaluate marketing effectiveness before video release, helping to avoid unnecessary marketing costs.

Keywords—social media, machine learning, influencer marketing, multimodal model, popularity prediction

Cite: Yi-Syuan Huang, Yu-Hsuan Chou, Ai-Wei Liu, and Chia-Chi Wu, "Performance Prediction and Analysis of YouTube Influencer Marketing Based on Machine Learning," Journal of Economics, Business and Management, vol. 13, no. 4, pp.  383-387, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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