ABSTRACT
Trend of competitive online commerce tends to be escalated by the power of influencer endorsements. Many studies agreed that influencers, as the key opinion leader, can 'naturally' persuade customers' intention to buy a product in terms of social commerce. Therefore, decision-making in choosing the most suitable influencer is an essential part of business analysis, especially for surviving small and medium-sized enterprises (SMEs) from the novel-coronavirus (Covid-19) pandemic crisis. Effective visual analysis of influencer endorsements is needed, as it has a significant impact on SMEs' finances. This paper presents EndorseGram, an interactive visualization system, that could visually analyze a large collection of online influencer data on Instagram. The new visual representation of endorsement marketplace is built on two-dimensional visualization by establishing a radial stacked bar chart, zoomable sunburst, and radial dendogram. The data was collected from SociaBuzz, a marketplace site for influencers in Indonesia. This research applied the system into the influencer marketplace in Jember and Surabaya for convenience purposes. Aside from data visualization on influencer endorsements, our system could also be applied to visually analyze models or make-up artists on other marketplaces. © 2021 IEEE.