Online Social Advertising via Influential Endorsers

Yung-Ming Li, Yi-Lin Lee, and Nine-Jun Lien
International Journal of Electronic Commerce,
Volume 16, Number 3, Spring 2012, pp. 119-153.

Abstract: In recent years, many Web-based services such as Facebook and MySpace have been making great progress and creating new opportunities. Because online advertising is the main business model for social networking sites, in this paper we propose a social endorser–based advertising system formulated on network influence and user preference analyses. By utilizing the social network and user preference analysis techniques, the theories of dynamic social influence and celebrity endorsement are realized in the proposed advertising approach. Experiments show that our mechanism significantly improves advertising effectiveness and efficiency and outperforms other advertising approaches.

Key Words and Phrases: Endorser advertising, eWOM, influence model, social network, word of mouth.