An Endorser Discovering Mechanism for Social Advertising

• Main Authors: Lien, Nine-Jun, 連乃儁
• Other Authors: Li, Yung-Ming
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/29269411982578063784

碩士 === 國立交通大學 === 資訊管理研究所 === 97 === Social networks (SNs) in Internet are gaining importance as a component of commercial possibilities. Many web services adopting SNs concept, such as MySpace and Facebook, have been making great progress or creating new opportunities in recent years. Online advertising, from email advertising to banner advertising and embedded advertising, becomes the main business model for social networking sites based on providing free services to users. Advertisers attempt to expose ads to appropriate customers, they conduct marketing research to discover which users are their potential customers but the return on investment is still low. In this paper, we propose an advertising system based on social relation and viral marketing. Different from traditional advertising manner, advertising message are only sent to suitable endorsers who are influential in online social networks and interested in the category of advertisements initially. The advertisements be spread by our mechanism can significantly improve the advertising efficiency and enhace the positive influence and decreasing negative effect that come along with the advertisement delivery.