標題: A Diffusing Path Planning Mechanism for Marketing Information Propagation over Social Media
作者: Li, Yung-Ming
Lai, Cheng-Yang
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
公開日期: 1-一月-2013
摘要: Social media are gaining importance as a component of marketing strategies. Many of them, such as social networking site, blogosphere, and microblogosphere, have been seeking business opportunities and establishing brand expression in recent years. Online marketing information diffusion becomes the critical business model for online social networks. Marketers attempt to diffuse advertisements for reaching potential customers through the Internet. However, current marketing research discovered possible influencers but not appropriate support them to diffuse advertisements. In this research, a diffusing path planning mechanism for advertisement was developed for supporting influencers to propagate marketing information and supporting marketers to evaluate possible reward under different marketing strategies.
URI: http://dx.doi.org/10.1109/HICSS.2013.35
http://hdl.handle.net/11536/152910
ISBN: 978-0-7695-4892-0; 978-1-4673-5933-7
ISSN: 1060-3425
DOI: 10.1109/HICSS.2013.35
期刊: PROCEEDINGS OF THE 46TH ANNUAL HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES
起始頁: 2863
結束頁: 2871
顯示於類別:會議論文