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Authors: Yung-Ming Li and Ya-Lin Shiu

Affiliation: Institute of Information Management, National ChiaoTung University, Taiwan

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 several formats:
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 (ICSOFT 2010) - ACT4SOC; ISBN 978-989-8425-20-1, SciTePress, pages 42-51. DOI: 10.5220/0003049500420051

@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 (ICSOFT 2010) - ACT4SOC},
year={2010},
pages={42-51},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003049500420051},
isbn={978-989-8425-20-1},
}

TY - CONF

JO - Proceedings of the 4th International Workshop on Architectures, Concepts and Technologies for Service Oriented Computing (ICSOFT 2010) - ACT4SOC
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
PB - SciTePress

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