標題: Identifying influential reviewers for word-of-mouth marketing
作者: Li, Yung-Ming
Lin, Chia-Hao
Lai, Cheng-Yang
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: Word-of-mouth marketing;Social network;Opinion mining;Trust;RFM;PMI
公開日期: 1-七月-2010
摘要: The key to word-of-mouth marketing is to discover the potential influential nodes for efficiently spreading product impressions. In this paper, a framework combined with mining techniques, a modified PMI measure, and an adaptive RFM model is proposed to evaluate the influential power of online reviewers. An artificial neural network is adopted to identify the target reviewers and a well-developed trust mechanism is utilized for effectiveness evaluation. This proposed framework is verified by the data collected from Epinions.com, one of the most popular online product review websites. The experimental results show that the proposed model could accurately identify which reviewers to select to become the influential nodes. This proposed approach can be exploited in effectively carrying out online word-of-mouth marketing, which can save a lot of resources in finding customers. (C) 2010 Elsevier B.V. All rights reserved.
URI: http://dx.doi.org/10.1016/j.elerap.2010.02.004
http://hdl.handle.net/11536/5153
ISSN: 1567-4223
DOI: 10.1016/j.elerap.2010.02.004
期刊: ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
Volume: 9
Issue: 4
起始頁: 294
結束頁: 304
顯示於類別:期刊論文


文件中的檔案:

  1. 000279065200004.pdf