社會媒體網絡上廣告擴散機制

Abstract

社會媒體透過眾多使用者的參與資訊分享使成為一個熱門的資訊傳播平台。許多公司試圖利用社會媒體進行社交廣告行銷。成功的訊息傳遞依賴於內容的相關性與社會的親近關係。為了有效地設計出一個廣告擴散機制，本文考慮的使用者偏好，網絡影響以及傳播能力，從社會網絡中尋找適當且有傳遞力的代言人並提供推薦清單來協助代言人傳遞資訊給適當的朋友，改善過度分享資訊的現象，並增進廣告的傳遞效應。藉由微網誌-噗浪網站的實驗結果，我們證明廣告擴散機制可提升廣告效率並提供有效的推薦清單給代言人來達成持續且正確的傳遞廣告

Social media has increasingly become a popular platform for diffusing information. Recently, companies attempt to take the advantage of social advertising to deliver their advertisements to appropriate customers. The success of message propagation in social media highly depends on the content relevance and closeness of social relationships. In this paper, considering the factors of user preference, network influence, and propagation capability, we propose a diffusing mechanism to discover the appropriate endorsers with prior propagation capabilities from the social network and provide a recommended list of friends for each endorser. The proposed mechanism is implemented and verified in Plurk. Our experimental results show that the proposed model could efficiently enhance the advertising effectiveness and provide endorsers with accurate recommended lists to continue diffusing advertisements