A diffusing path planning mechanism for marketing information propagation over social media

Yung-Ming Li*, Cheng Yang Lai

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Scopus citations

Abstract

Social media are gaining importance as a component of marketing strategies. Many of them, such as social networking site, blogosphere, and microblogosphere, have been seeking business opportunities and establishing brand expression in recent years. Online marketing information diffusion becomes the critical business model for online social networks. Marketers attempt to diffuse advertisements for reaching potential customers through the Internet. However, current marketing research discovered possible influencers but not appropriate support them to diffuse advertisements. In this research, a diffusing path planning mechanism for advertisement was developed for supporting influencers to propagate marketing information and supporting marketers to evaluate possible reward under different marketing strategies.

Original languageEnglish
Title of host publicationProceedings of the 46th Annual Hawaii International Conference on System Sciences, HICSS 2013
Pages2863-2871
Number of pages9
DOIs
StatePublished - 3 Apr 2013
Event46th Annual Hawaii International Conference on System Sciences, HICSS 2013 - Wailea, Maui, HI, United States
Duration: 7 Jan 201310 Jan 2013

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Conference

Conference46th Annual Hawaii International Conference on System Sciences, HICSS 2013
CountryUnited States
CityWailea, Maui, HI
Period7/01/1310/01/13

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