A diffusion mechanism for social advertising over microblogs

Li, Yung-Ming; Shiu, Ya-Lin

doi:10.1016/j.dss.2012.02.012

Cited by 134 publications

(59 citation statements)

References 39 publications

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“…One example is social advertising [1], which utilizes user's relationships, interests and published data to target social advertisement to potential users. Microblogs, also called microposts, allow users to exchange small elements of content such as short sentences, individual images, or video links.…”

Section: Introductionmentioning

confidence: 99%

Information propagation in microblog networks

Zhang

Sun

Wang

2013

Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining

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Abstract-Information propagation in a microblog network aims to identify a set of seed users for propagating a target message to as many interested users as possible. This problem differs from the traditional influence maximization in two major ways: it has a content-rich target message for propagation and it treats each link in the network as communication on certain topics and emphasizes the topic relevance of such communication in propagating the target message. In realistic situations, however, the topics associated with a link are not explicitly expressed but are hidden in the microblogs previously exchanged through the link. In this paper, we present a topic-aware solution to information propagation in a microblog network. We first model the latent topic structure of the network using observed microblog messages published in the network. We then present two methods for estimating the propagation probability based on the topic relevance between a link and the target message. Once the propagation probability is estimated, we adopt the standard greedy algorithm for influence maximization to find seed users. This approach is topic-aware in that the target message finds its way of propagation according to its topic relevance to the latent topic structure in the network. Experiments conducted on real Twitter datasets suggest that the proposed methods are able to select right seed users.

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Section: Introductionmentioning

confidence: 99%

Information propagation in microblog networks

Zhang

Sun

Wang

2013

Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining

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“…Compared with the mechanism proposed in [3], which delivers advertisements to endorsers and makes endorsers' friends to be new social endorsers, our system only delivers once. Our method outperform the previous one in two aspects: (1) the structure of our community is different from traditional social media networks.…”

Section: D) Effectiveness Of Endorsers Selectionmentioning

confidence: 99%

“…Therefore, only the users who have larger in-degree can be defined as endorsers. The mechanism in [3] is not applicable to our communities. (2) Our communities are overlapping communities.…”

Section: D) Effectiveness Of Endorsers Selectionmentioning

confidence: 99%

“…Besides the simulation experiment, [2] focused on the influence phenomenon in a social context. Authors in [3] provided a diffusion mechanism for social advertising over microblogs. In this paper, we consider both networ structure and user habits to evaluate the diffusion capabilities on nodes in whole mobile Internet.…”

Section: Related Workmentioning

confidence: 99%

“…On the one hand, a number of results obtained by previous work are supported by well-known sociological theories. On the other hand, most of these research works focus on some certain websites, such as Facebook, Twitter, aNobii and so on [2], [3]. However our research concentrates on finding a proper diffusion mechanism applying for the whole mobile Internet.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

A Diffusion Mechanism over Interest-based Communities in Mobile Internet

Di¹,

Qiao²,

Yang³

et al. 2015

Proceedings of the 11th EAI International Conference on Heterogeneous Networking for Quality, Reliability, Security and Robustn

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Abstract-Mobile Internet has played an essential role in our daily life. An overwhelming majority of marketers have noticed the great opportunity to diffuse information by this platform. However, most of the diffusion mechanisms are for a certain mobile social media, which can not reflect the characteristics of innovation diffusion in whole mobile Internet. In this paper, we use a three-step method to identify the hidden relations among different users, and establish a number of interest-based communities based on the characteristics of mobile Internet. Considering the structure of these communities and user preferences, we propose a novel diffusion mechanism. Our experimental results show that the proposed model can provide an ideal effectiveness on innovation diffusion.

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Microblogs

Kaplan¹

2015

The International Encyclopedia of Digital Communication and Society

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Microblogs are a specific type of social media that allow users to exchange small elements of content such as short sentences, individual images, or video links. A definition and history of microblogging are given and various characteristics (ambient awareness, push‐push‐pull communication, virtual exhibitionism and voyeurism) and applications (communications preparation, communications, communications control) of microblogs are discussed in the context of marketing applications together with a review of several trends in microblogging.

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A diffusion mechanism for social advertising over microblogs

Cited by 134 publications

References 39 publications

Information propagation in microblog networks

Information propagation in microblog networks

A Diffusion Mechanism over Interest-based Communities in Mobile Internet

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