Identifying Key Users for Targeted Marketing by Mining Online Social Network

• Published in: 2010 IEEE 24th International Conference on Advanced Information Networking and Applications Workshops pp. 644 - 649
• Main Authors: Yu Zhang, Zhaoqing Wang, Chaolun Xia
• Format: Conference Proceeding
• Language: English
• Published: IEEE 01.04.2010
• Subjects: Algorithm design and analysis; Approximation algorithms; Complexity theory; Greedy algorithms; Heuristic algorithms; key users; online social network; Social network services; targeted marketing; web of trust

The popularity of online shopping highlights the need for targeted marketing. Instead of broadcasting advertisement to an entire online community, targeted marketing aims at key users, namely, influential reviewers whose reviews may affect a large group of his friends, acquaintances or other online...