An endorser discovering mechanism for social advertising

Authors:
Yung-Ming Li;Nine-Jun Lien
Affiliations:
National Chiao Tung University, Hsinchu, Taiwan, ROC;National Chiao Tung University, Hsinchu, Taiwan, ROC
Venue:
Proceedings of the 11th International Conference on Electronic Commerce
Year:
2009

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Abstract

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 SNs. 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, advertisements are only sent to suitable endorsers who are influential in his own network and interested in the domain of advertisements initially and diffuse from them. Our mechanism can significantly improve the marketing accuracy because they know the information about their friends that advertisers don't based on traditional content analysis or history data. By improving positive influence and decreasing negative effect that comes with advertisement pushing, the campaign about products or services is more effective and the costs that advertisers spent are significantly reduced.