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dc.contributor.authorLi, Yung-Mingen_US
dc.contributor.authorShiu, Ya-Linen_US
dc.date.accessioned2014-12-08T15:29:40Z-
dc.date.available2014-12-08T15:29:40Z-
dc.date.issued2012-12-01en_US
dc.identifier.issn0167-9236en_US
dc.identifier.urihttp://dx.doi.org/10.1016/j.dss.2012.02.012en_US
dc.identifier.urihttp://hdl.handle.net/11536/21302-
dc.description.abstractSocial 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.en_US
dc.language.isoen_USen_US
dc.subjectSocial mediaen_US
dc.subjectOnline advertisingen_US
dc.subjectMicroblogen_US
dc.subjectDiffusion mechanismen_US
dc.subjectInfluence modelen_US
dc.subjectPreference analysisen_US
dc.titleA diffusion mechanism for social advertising over microblogsen_US
dc.typeArticleen_US
dc.identifier.doi10.1016/j.dss.2012.02.012en_US
dc.identifier.journalDECISION SUPPORT SYSTEMSen_US
dc.citation.volume54en_US
dc.citation.issue1en_US
dc.citation.spage9en_US
dc.citation.epage22en_US
dc.contributor.department資訊管理與財務金融系 註:原資管所+財金所zh_TW
dc.contributor.departmentDepartment of Information Management and Financeen_US
dc.identifier.wosnumberWOS:000313152200002-
dc.citation.woscount8-
Appears in Collections:Articles


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