[3I1-GS-11] AI and Society:

[3I1-GS-11-03] Analyzing the Impact of Influencers on Echo Chambers

〇Yuki Horikawa¹, Fujio Toriumi¹, Hiroshi Kato², Seiichi Igaya², Chihiro Iwai² (1. University of Tokyo, 2. Hakuhodo DY Holdings Inc.)

Keywords:Social Media, echo chamber

In recent years, the widespread use of the internet and the rapid development of generative AI technologies have significantly transformed the information space. In particular, the digital advertising market has been experiencing rapid growth, and marketing strategies utilizing social media are increasingly being prioritized. Amid these changes, the phenomenon of echo chambers has garnered attention. An echo chamber refers to a state where individuals are exposed only to information that aligns with their existing beliefs, resulting in the amplification of such information, which can lead to social division and the reinforcement of confirmation bias. This study aims to empirically elucidate the relationship between influencers and the echo chamber phenomenon using data from the social media platform X (formerly Twitter). Specifically, the research will analyze the impact of influencer activities on the formation of echo chambers, identify the characteristics of users who are susceptible to echo chamber formation, and explore the traits of influencers that strongly influence the creation of echo chambers. Through this analysis, the study aims to provide insights into the effective utilization of influencers in digital marketing and contribute to the construction of a healthy information space.