A Diffusion Mechanism for Online Advertising Service Over Social Media

Yung-Ming Li, Ya-Lin Shiu

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 system- Plurk. Our experimental results shows that the proposed model could efficiently enhance the advertising exposure coverage and effectiveness.

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Paper Citation


in Harvard Style

Li Y. and Shiu Y. (2010). A Diffusion Mechanism for Online Advertising Service Over Social Media . In Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing - Volume 1: ACT4SOC, (ICSOFT 2010) ISBN 978-989-8425-20-1, pages 42-51. DOI: 10.5220/0003049500420051


in Bibtex Style

@conference{act4soc10,
author={Yung-Ming Li and Ya-Lin Shiu},
title={A Diffusion Mechanism for Online Advertising Service Over Social Media},
booktitle={Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing - Volume 1: ACT4SOC, (ICSOFT 2010)},
year={2010},
pages={42-51},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003049500420051},
isbn={978-989-8425-20-1},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing - Volume 1: ACT4SOC, (ICSOFT 2010)
TI - A Diffusion Mechanism for Online Advertising Service Over Social Media
SN - 978-989-8425-20-1
AU - Li Y.
AU - Shiu Y.
PY - 2010
SP - 42
EP - 51
DO - 10.5220/0003049500420051