A social endorsing mechanism for target advertisement diffusion

Lien Fa Lin; Yung-Ming Li; Wen Hsiang Wu

doi:10.1016/j.im.2015.07.004

A social endorsing mechanism for target advertisement diffusion

Lien Fa Lin^*, Yung-Ming Li, Wen Hsiang Wu

^*此作品的通信作者

資訊管理研究所

研究成果: Article › 同行評審

26 引文斯高帕斯（Scopus）

摘要

Social media plays an increasingly important role in people's daily lives and attracts companies to conduct marketing activities. Determining how to effectively utilize this new media to distribute promotional advertisements to suitable customers is thus an important issue. In this research, an endorser-based social diffusing mechanism, which considers the factors of users' preferences, influence, and diffusion power, is proposed to enhance the effectiveness of target advertising by discovering the most appropriate endorsers that can propagate the ads to the identified target users. Our experimental results show the proposed model can appropriately enhance satisfaction and target delivery rate.

原文	English
頁（從 - 到）	982-997
頁數	16
期刊	Information and Management
卷	52
發行號	8
DOIs	https://doi.org/10.1016/j.im.2015.07.004
出版狀態	Published - 1 12月 2015

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10.1016/j.im.2015.07.004

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abstract = "Social media plays an increasingly important role in people's daily lives and attracts companies to conduct marketing activities. Determining how to effectively utilize this new media to distribute promotional advertisements to suitable customers is thus an important issue. In this research, an endorser-based social diffusing mechanism, which considers the factors of users' preferences, influence, and diffusion power, is proposed to enhance the effectiveness of target advertising by discovering the most appropriate endorsers that can propagate the ads to the identified target users. Our experimental results show the proposed model can appropriately enhance satisfaction and target delivery rate.",

keywords = "Diffusion mechanism, Influence analysis, Social endorsement, Social media, Target advertising",

author = "Lin, {Lien Fa} and Yung-Ming Li and Wu, {Wen Hsiang}",

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AU - Lin, Lien Fa

AU - Li, Yung-Ming

AU - Wu, Wen Hsiang

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N2 - Social media plays an increasingly important role in people's daily lives and attracts companies to conduct marketing activities. Determining how to effectively utilize this new media to distribute promotional advertisements to suitable customers is thus an important issue. In this research, an endorser-based social diffusing mechanism, which considers the factors of users' preferences, influence, and diffusion power, is proposed to enhance the effectiveness of target advertising by discovering the most appropriate endorsers that can propagate the ads to the identified target users. Our experimental results show the proposed model can appropriately enhance satisfaction and target delivery rate.

AB - Social media plays an increasingly important role in people's daily lives and attracts companies to conduct marketing activities. Determining how to effectively utilize this new media to distribute promotional advertisements to suitable customers is thus an important issue. In this research, an endorser-based social diffusing mechanism, which considers the factors of users' preferences, influence, and diffusion power, is proposed to enhance the effectiveness of target advertising by discovering the most appropriate endorsers that can propagate the ads to the identified target users. Our experimental results show the proposed model can appropriately enhance satisfaction and target delivery rate.

KW - Diffusion mechanism

KW - Influence analysis

KW - Social endorsement

KW - Social media

KW - Target advertising

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VL - 52

SP - 982

EP - 997

JO - Information and Management

JF - Information and Management

IS - 8

ER -

A social endorsing mechanism for target advertisement diffusion

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