Online social advertising via influential endorsers

Yung-Ming Li*, Yi Lin Lee, Nine Jun Lien

*此作品的通信作者

研究成果: Article同行評審

69 引文 斯高帕斯(Scopus)

摘要

In recent years, many Web-based services such as Facebook and MySpace have been making great progress and creating new opportunities. Because online advertising is the main business model for social networking sites, in this paper we propose a social endorser-based advertising system formulated on network influence and user preference analyses. By utilizing the social network and user preference analysis techniques, the theories of dynamic social influence and celebrity endorsement are realized in the proposed advertising approach. Experiments show that our mechanism significantly improves advertising effectiveness and efficiency and outperforms other advertising approaches.

原文English
頁(從 - 到)119-153
頁數35
期刊International Journal of Electronic Commerce
16
發行號3
DOIs
出版狀態Published - 1 4月 2012

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