標題: A diffusion mechanism for social advertising over microblogs
作者: Li, Yung-Ming
Shiu, Ya-Lin
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: Social media;Online advertising;Microblog;Diffusion mechanism;Influence model;Preference analysis
公開日期: 1-十二月-2012
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.
URI: http://dx.doi.org/10.1016/j.dss.2012.02.012
http://hdl.handle.net/11536/21302
ISSN: 0167-9236
DOI: 10.1016/j.dss.2012.02.012
期刊: DECISION SUPPORT SYSTEMS
Volume: 54
Issue: 1
起始頁: 9
結束頁: 22
顯示於類別:期刊論文


文件中的檔案:

  1. 000313152200002.pdf