A diffusion planning mechanism for social marketing
| Autor: | Yung-Ming Li, Cheng Yang Lai, Lien Fa Lin |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Return on marketing investment
Information Systems and Management Digital marketing business.industry 05 social sciences Advertising 02 engineering and technology Marketing mix Marketing strategy Influencer marketing Management Information Systems Marketing management 020204 information systems Business marketing 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Business Marketing Marketing research Information Systems |
| Zdroj: | Information & Management. 54:638-650 |
| ISSN: | 0378-7206 |
| DOI: | 10.1016/j.im.2016.12.006 |
| Popis: | Social media is gaining importance as a component of marketing strategies. Many types of social media, such as social networking sites, blogospheres and micro-blogospheres, have been seeking business opportunities and establishing brand expression in the recent years. Online marketing information diffusion has become the critical business model of online social networks. However, most of the current marketing studies on discovering potential influences do not appropriately support them to diffuse advertisements. Therefore, marketing information may be lost during the diffusion process and cannot be sent to potential customers successfully. In this research, a diffusion path planning mechanism for advertisements is developed to help influencers to propagate marketing information and help marketers to evaluate possible rewards under different marketing strategies. Our experimental results show that the proposed mechanism can significantly improve the diffusion process of advertising messages and decrease marketing uncertainty. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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