A diffusion mechanism for online advertising service over social media

Yung-Ming Li*, Ya Lin Shiu

*Corresponding author for this work

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

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction with ICSOFT 2010
Pages16-25
Number of pages10
DOIs
StatePublished - 1 Dec 2010
Event4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction with ICSOFT 2010 - Athens, Greece
Duration: 23 Jul 201023 Jul 2010

Publication series

NameProceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction withICSOFT 2010

Conference

Conference4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing, ACT4SOC 2010, in Conjunction with ICSOFT 2010
CountryGreece
CityAthens
Period23/07/1023/07/10

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