User-driven, content-based, automated advertising via social network integration
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School of Science | Master's thesis
(8) + 88
AbstractOnline advertising of services through the Web has found new fertile ground on the development of social media, thanks to the integration of the latter with traditional websites, and business owners recently began to acknowledge this potential. Our study aims to analyse and explore how to effectively utilize these new opportunities promote online business. To achieve this, we adopted an automated approach which exploits the user-driven evolution of Internet technologies and social networks in particular, targeting specific users, based on content of interest both from the business and customer point of view. Our results show that this method can be profitable in establishing a deeper presence in the users online habits, allowing them to promote further the service within their contact network, thus virtually increase exponentially its visibility. Furthermore, this work offers the basis for ideas and suggestions on how to strengthen the business presence in social media, providing better engagement with the subscribers and possibly attracting new customers.
Thesis advisorLukyanenko, Andrey
user-driven advertising, content-based targeting, social media, online business, marketing, recommendation systems, web services, social media applications, web analytics, analytics tools