|標題:||A diffusion mechanism for social advertising over microblogs|
Department of Information Management and Finance
|關鍵字:||Social media;Online advertising;Microblog;Diffusion mechanism;Influence model;Preference analysis|
|摘要:||Social media have increasingly become popular platforms for information dissemination. Recently, companies have attempted to take advantage of social advertising to deliver their advertisements to appropriate customers. The success of message propagation in social media depends greatly on the content relevance and the closeness of social relationships. In this paper, considering the factors of user preference, network influence, and propagation capability, we propose a diffusion mechanism to deliver advertising information over microblogging media. Our experimental results show that the proposed model could provide advertisers with suitable targets for diffusing advertisements continuously and thus efficiently enhance advertising effectiveness. (C) 2012 Elsevier B.V. All rights reserved.|
|期刊:||DECISION SUPPORT SYSTEMS|
|Appears in Collections:||Articles|
Files in This Item:
If it is a zip file, please download the file and unzip it, then open index.html in a browser to view the full text content.