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-Mar-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
Appears in Collections:Articles