A diffusion mechanism for social advertising over microblogs

Yung-Ming Li*, Ya Lin Shiu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

139 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)9-22
Number of pages14
JournalDecision Support Systems
Volume54
Issue number1
DOIs
StatePublished - 1 Dec 2012

Keywords

  • Diffusion mechanism
  • Influence model
  • Microblog
  • Online advertising
  • Preference analysis
  • Social media

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