A diffusion planning mechanism for social marketing

Yung-Ming Li*, Cheng Yang Lai, Lien Fa Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Social media is gaining importance as a component of marketing strategies. Many types of social media, such as social networking sites, blogospheres and micro-blogospheres, have been seeking business opportunities and establishing brand expression in the recent years. Online marketing information diffusion has become the critical business model of online social networks. However, most of the current marketing studies on discovering potential influences do not appropriately support them to diffuse advertisements. Therefore, marketing information may be lost during the diffusion process and cannot be sent to potential customers successfully. In this research, a diffusion path planning mechanism for advertisements is developed to help influencers to propagate marketing information and help marketers to evaluate possible rewards under different marketing strategies. Our experimental results show that the proposed mechanism can significantly improve the diffusion process of advertising messages and decrease marketing uncertainty.

Original languageEnglish
Pages (from-to)638-650
Number of pages13
JournalInformation and Management
Issue number5
StatePublished - 1 Jul 2017


  • Influential nodes
  • Information diffusion
  • Path planning
  • Social media marketing
  • Social network

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