TY - GEN
T1 - A diffusing path planning mechanism for marketing information propagation over social media
AU - Li, Yung-Ming
AU - Lai, Cheng Yang
PY - 2013/4/3
Y1 - 2013/4/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84875497484&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2013.35
DO - 10.1109/HICSS.2013.35
M3 - Conference contribution
AN - SCOPUS:84875497484
SN - 9780769548920
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 2863
EP - 2871
BT - Proceedings of the 46th Annual Hawaii International Conference on System Sciences, HICSS 2013
Y2 - 7 January 2013 through 10 January 2013
ER -