TY - GEN
T1 - A diffusion mechanism for online advertising service over social media
AU - Li, Yung-Ming
AU - Shiu, Ya Lin
PY - 2010
Y1 - 2010
N2 - Social media has increasingly become a popular platform for diffusing information, through the message sharing of numerous participants in a social network. Recently, companies attempt to utilize social media to expose their advertisements to appropriate customers. The success of message propagation in social media highly depends on the content relevance and closeness of social relationships. In this paper, considering the factors of user preference, network influence, and propagation capability, we propose a social diffusion mechanism to discover the appropriate and influential endorsers from the social network to deliver relevant advertisements broadly. The proposed mechanism is implemented and verified in one of the most famous micro-blogging systemPlurk. Our experimental results shows that the proposed model could efficiently enhance the advertising exposure coverage and effectiveness.
AB - Social media has increasingly become a popular platform for diffusing information, through the message sharing of numerous participants in a social network. Recently, companies attempt to utilize social media to expose their advertisements to appropriate customers. The success of message propagation in social media highly depends on the content relevance and closeness of social relationships. In this paper, considering the factors of user preference, network influence, and propagation capability, we propose a social diffusion mechanism to discover the appropriate and influential endorsers from the social network to deliver relevant advertisements broadly. The proposed mechanism is implemented and verified in one of the most famous micro-blogging systemPlurk. Our experimental results shows that the proposed model could efficiently enhance the advertising exposure coverage and effectiveness.
UR - http://www.scopus.com/inward/record.url?scp=78650874895&partnerID=8YFLogxK
U2 - 10.5220/0003049500420051
DO - 10.5220/0003049500420051
M3 - Conference contribution
AN - SCOPUS:78650874895
SN - 9789898425201
T3 - Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction withICSOFT 2010
SP - 16
EP - 25
BT - Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction with ICSOFT 2010
T2 - 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction with ICSOFT 2010
Y2 - 23 July 2010 through 23 July 2010
ER -