標題: | Online Social Advertising via Influential Endorsers |
作者: | Li, Yung-Ming Lee, Yi-Lin Lien, Nine-Jun 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: | Endorser advertising;eWOM;influence model;social network;word of mouth |
公開日期: | 1-三月-2012 |
摘要: | In recent years, many Web-based services such as Facebook and MySpace have been making great progress and creating new opportunities. Because online advertising is the main business model for social networking sites, in this paper we propose a social endorser-based advertising system formulated on network influence and user preference analyses. By utilizing the social network and user preference analysis techniques, the theories of dynamic social influence and celebrity endorsement are realized in the proposed advertising approach. Experiments show that our mechanism significantly improves advertising effectiveness and efficiency and outperforms other advertising approaches. |
URI: | http://dx.doi.org/10.2753/JEC1086-4415160305 http://hdl.handle.net/11536/15833 |
ISSN: | 1086-4415 |
DOI: | 10.2753/JEC1086-4415160305 |
期刊: | INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE |
Volume: | 16 |
Issue: | 3 |
起始頁: | 119 |
結束頁: | 153 |
顯示於類別: | 期刊論文 |