Identifying the $k$ Best Targets for an Advertisement Campaign via Online Social Networks
Mariella Bonomo, Armando La Placa, Simona E. Rombo
备注：
Accepted for publication in Proceedings of the 12th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (KDIR2020). arXiv admin note: text overlap with arXiv:1907.01326
We propose a novel approach for the recommendation of possible customers (users) to advertisers (e.g., brands) based on two main aspects: (i) the comparison between On-line Social Network profiles, and (ii) neighborhood analysis on the On-line Social Network. Profile matching between users and brands is considered based on bag-of-words representation of textual contents coming from the social media, and measures such as the Term Frequency-Inverse Document Frequency are used in order to characterize the importance of words in the comparison. The approach has been implemented relying on Big Data Technologies, allowing this way the efficient analysis of very large Online Social Networks. Results on real datasets show that the combination of profile matching and neighborhood analysis is successful in identifying the most suitable set of users to be used as target for a given advertisement campaign.
The rise of social media accompanied by the Covid-19 Pandemic has instigated a shift in paradigm in the presidential campaigns in Iran from the real world to social media. Unlike previous presidential elections, there was a decrease in physical events and advertisements for the candidates; in turn, the online presence of presidential candidates is significantly increased. Farsi Twitter played a specific role in this matter, as it became the platform for creating political content. In this study, we found traces of organizational activities in Farsi Twitter. Our investigations reveals that the …
Twitter is increasingly used for political, advertising and marketing campaigns, where the main aim is to influence users to support specific causes, individuals or groups. We propose a novel methodology for mining and analyzing Twitter campaigns, which includes: (i) collecting tweets and detecting topics relating to a campaign; (ii) mining important campaign topics using scientometrics measures; (iii) modelling user interests using hashtags and topical entropy; (iv) identifying influential users using an adapted PageRank score; and (v) various metrics and visualization techniques for identify…
Online social networks have become a fertile ground for spreading fake news. Methods to automatically mitigate fake news propagation have been proposed. Some studies focus on selecting top k influential users on social networks as debunkers, but the social influence of debunkers may not translate to wide mitigation information propagation as expected. Other studies assume a given set of debunkers and focus on optimizing intensity for debunkers to publish true news, but as debunkers are fixed, even if with high social influence and/or high intensity to post true news, the true news may not reac…
Recent years have seen a new form of advertisement campaigns emerge: those involving so-called social media influencers. These influencers accept money in return for promoting products via their social media feeds. Although this constitutes a new and interesting form of marketing, it also raises many questions, particularly related to transparency and regulation. For example, it can sometimes be unclear which accounts are officially influencers, or what even constitutes an influencer/advert. This is important in order to establish the integrity of influencers and to ensure compliance with adve…
Disinformation campaigns on social media, involving coordinated activities from malicious accounts towards manipulating public opinion, have become increasingly prevalent. Existing approaches to detect coordinated accounts either make very strict assumptions about coordinated behaviours, or require part of the malicious accounts in the coordinated group to be revealed in order to detect the rest. To address these drawbacks, we propose a generative model, AMDN-HAGE (Attentive Mixture Density Network with Hidden Account Group Estimation) which jointly models account activities and hidden group b…
Prioritizing Risk Factors in Media Entrepreneurship on Social Networks: Hybrid Fuzzy Z-Number Approaches for Strategic Budget Allocation and Risk Management in Advertising Construction Campaigns
University of Alabama（阿拉巴马大学）；Science and Research Branch, Islamic Azad University（伊斯兰阿扎德大学科学与研究分校）；G. Brint Ryan College of Business, University of North Texas（北德克萨斯大学G.布林特·瑞安商学院）；Iowa state university（爱荷华州立大学）；The University of Texas at Arlington（阿灵顿得克萨斯大学）
Online advertising, as the vast market, has gained significant attention in various platforms ranging from search engines, third-party websites, social media, and mobile apps. The prosperity of online campaigns is a challenge in online marketing and is usually evaluated by user response through different metrics, such as clicks on advertisement (ad) creatives, subscriptions to products, purchases of items, or explicit user feedback through online surveys. Recent years have witnessed a significant increase in the number of studies using computational approaches, including machine learning metho…
Following the 2016 US presidential election, there has been an increased focus on politically-motivated manipulation of mass-user behavior on social media platforms. Since a large volume of political discussion occurs on these platforms, identifying malicious activity and coordinated campaigns is essential to ensuring a robust democratic environment. Twitter has become a critical communication channel for politicians and other public figures, enabling them to maintain a direct relationship with supporters. However, the platform has been fertile ground for large-scale malicious activity. As the…
Online social network platforms such as Twitter and Sina Weibo have been extremely popular over the past 20 years. Identifying the network community of a social platform is essential to exploring and understanding the users' interests. However, the rapid development of science and technology has generated large amounts of social network data, creating great computational challenges for community detection in large-scale social networks. Here, we propose a novel subsampling spectral clustering algorithm to identify community structures in large-scale social networks with limited computing resou…
The daily exposure of social media users to propaganda and disinformation campaigns has reinvigorated the need to investigate the local and global patterns of diffusion of different (mis)information content on social media. Echo chambers and influencers are often deemed responsible of both the polarization of users in online social networks and the success of propaganda and disinformation campaigns. This article adopts a data-driven approach to investigate the structuration of communities and propaganda networks on Twitter in order to assess the correctness of these imputations. In particular,…
Spread, then Target, and Advertise in Waves: Optimal Budget Allocation Across Advertising Channels
Yale University（耶鲁大学）；University of Pennsylvania（宾夕法尼亚大学）；Cornell University（康奈尔大学）；University of California, Davis（加州大学戴维斯分校）；Army Research Laboratory（陆军研究实验室）
