標題: A social endorsing mechanism for target advertisement diffusion
作者: Lin, Lien-Fa
Li, Yung-Ming
Wu, Wen-Hsiang
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
關鍵字: Social media;Social endorsement;Diffusion mechanism;Target advertising;Influence analysis
公開日期: 1-Dec-2015
摘要: Social media plays an increasingly important role in people\'s daily lives and attracts companies to conduct marketing activities. Determining how to effectively utilize this new media to distribute promotional advertisements to suitable customers is thus an important issue. In this research, an endorser-based social diffusing mechanism, which considers the factors of users\' preferences, influence, and diffusion power, is proposed to enhance the effectiveness of target advertising by discovering the most appropriate endorsers that can propagate the ads to the identified target users. Our experimental results show the proposed model can appropriately enhance satisfaction and target delivery rate. (C) 2015 Elsevier B.V. All rights reserved.
URI: http://dx.doi.org/10.1016/j.im.2015.07.004
http://hdl.handle.net/11536/129366
ISSN: 0378-7206
DOI: 10.1016/j.im.2015.07.004
期刊: INFORMATION & MANAGEMENT
Volume: 52
起始頁: 982
結束頁: 997
Appears in Collections:Articles