کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
387321 660900 2012 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Identifying valuable customers on social networking sites for profit maximization
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر هوش مصنوعی
پیش نمایش صفحه اول مقاله
Identifying valuable customers on social networking sites for profit maximization
چکیده انگلیسی

With the tremendous popularity of social networking sites (SNS) in this era of Web 2.0, enterprises have begun to explore the feasibility of using SNS as platforms to conduct targeted marking and reputation management. Given huge number of users on SNS, how to choose appropriate users as the targets is the key for enterprises to conduct cost-effective targeted marketing and reputation management on SNS. This paper introduces a novel model for effectively identifying the most valuable users from SNS. Furthermore, we propose to use an optimization technique named semidefinite programming (SDP) to identify the most valuable customers that can generate the maximum of total profit. Our empirical evaluation on a real data set extracted from a popular SNS shows that the proposed model achieves much higher profits than benchmark methods. This study opens doors to more effective targeted marketing and reputation management on SNS.


► We propose a novel approach for identifying the most valuable users from SNS.
► We use SDP to model valuable customers identification with the profit maximization.
► The empirical evaluation shows this method achieves much higher profits than others.
► This study opens the door to effectively conducting targeted marketing on SNS.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Expert Systems with Applications - Volume 39, Issue 17, 1 December 2012, Pages 13009–13018
نویسندگان
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