An effective method of discovering target groups on social networking sites

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review

3 Scopus Citations
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Detail(s)

Original languageEnglish
Title of host publicationInternational Conference on Information Systems 2011, ICIS 2011
Pages2980-2995
Volume4
Publication statusPublished - 2011

Publication series

Name
Volume4

Conference

Title32nd International Conference on Information System (ICIS 2011)
PlaceChina
CityShanghai
Period4 - 7 December 2011

Abstract

With the popularity of social networking sites (SNS) in this era of Web 2.0, increasingly more users are contributing their opinions about products and organizations. These online comments often have direct influence on consumers' buying decisions and the public's impressions of enterprises. As a result, enterprises have begun to use SNS to conduct targeted marking and reputation management. As indicated from recent marketing research, the joint influence power of a small group of active users could have considerable impact on consumers' buying decisions and the public's perception of the enterprises. To help enterprises conduct cost-effective targeted marketing and reputation management, this paper illustrates a novel methodology that can effectively discover the most influential users from SNS. In particular, the general methodology of mining the influence network from SNS and the computational models of mathematical programming for discovering the user groups with the maximal joint influence power are proposed. The empirical evaluation with real data extracted from SNS shows that the proposed method can effectively identify the most influential groups when compared to the benchmark methods. This study opens the door to effectively conducting targeted marketing and enterprise reputation management on SNS. © (2011) by the AIS/ICIS Administrative Office All rights reserved.

Research Area(s)

  • e-Business, e-Commerce, Online marketing, Social Network Mining, Web mining

Citation Format(s)

An effective method of discovering target groups on social networking sites. / Xu, Kaiquan; Li, Jiexun; Lau, Raymond Y.K. et al.
International Conference on Information Systems 2011, ICIS 2011. Vol. 4 2011. p. 2980-2995.

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review