یک مکانیسم انتشار برای تبلیغات اجتماعی در طول میکروبلاگ ها

Social media have increasingly become popular platforms for information dissemination. Recently, companies have attempted to take advantage of social advertising to deliver their advertisements to appropriate customers. The success of message propagation in social media depends greatly on the content relevance and the closeness of social relationships. In this paper, considering the factors of user preference, network influence, and propagation capability, we propose a diffusion mechanism to deliver advertising information over microblogging media. Our experimental results show that the proposed model could provide advertisers with suitable targets for diffusing advertisements continuously and thus efficiently enhance advertising effectiveness.

In recent years, social media, such as Facebook, Twitter and Plurk, have flourished and raised much attention. Social media provide users with an excellent platform to share and receive information and give marketers a great opportunity to diffuse information through numerous populations. An overwhelming majority of marketers are using social media to market their businesses, and a significant 81% of these marketers indicate that their efforts in social media have generated effective exposure for their businesses [59]. With effective vehicles for understanding customer behavior and new hybrid elements of the promotion mix, social media allow enterprises to make timely contact with the end-consumer at relatively low cost and higher levels of efficiency [52]. Since the World Wide Web (Web) is now the primary message delivering medium between advertisers and consumers, it is a critical issue to find the best way to utilize on-line media for advertising purposes [18] and [29].

With the prosperity of social media, marketers attempt to take advantage of social advertising to effectively disseminate advertisements. However, it lacks an effective online advertisement diffusion mechanism to help marketers increase the resonance and spreading coverage of advertising messages. Besides, users encounter the problem of social spam when sharing excessively with friends, which will cause a negative impression and even harm the development of social capital. Therefore, in this paper, utilizing social networks and content analysis techniques, we design an endorser-based diffusion mechanism, which considers extensively the factors of user preference, network influence, and propagation capability, for online advertisements over microblogs. The proposed mechanism is empirically verified on one microblog service website, Plurk, and experimental results show that our developed social diffusion mechanism outperforms other three benchmark approaches in the performance of advertisement relevance, resonance, and coverage.