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　　　☆Evaluation method of information credit in influencer marketing:

　　　　Modern lifestyles have been altered significantly by recent developments

　　　in information and communications technology. In the marketing field,

　　　enterprises often use video advertising because of its effectiveness.

　　　The number of content producers is increasing, and YouTube is an effective medium

　　　for advertising. This advertising method is called ‘influencer marketing.’

　　　　Therefore, both the demand and the supply are increasing in the field of

　　　video advertising. In the present study, this trend was analysed from

　　　the viewpoints of an enterprise and a content producer. Then, a new business model

　　　was developed for increasing the demand and supply. The business model includes

　　　a matching function between enterprises and content producers for video advertising

　　　to achieve such increases.

　　　　Second, a matching algorithm based on the calculation of the relativity between

　　　enterprises and content producers was proposed. Because the inputs of an enterprise

　　　and content producer include both numerical and textual data, a relativity-value

　　　calculation algorithm using these inputs was developed. Moreover, the feasibility

　　　of the proposed algorithm was evaluated.