Interpersonal-relationship-perceived advertisement pushing method in online social networks

A social network and advertisement push technology, applied in the field of interpersonal-aware advertisement push, can solve the problems of not considering the positive and negative relationships of social networks, and the low efficiency of advertisement push.

Active Publication Date: 2018-09-14
NORTHWEST UNIV(CN)
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0005] The purpose of the present invention is to provide an advertising push method based on interpersonal relationship perception in an online social network to sol...

Method used

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  • Interpersonal-relationship-perceived advertisement pushing method in online social networks
  • Interpersonal-relationship-perceived advertisement pushing method in online social networks
  • Interpersonal-relationship-perceived advertisement pushing method in online social networks

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Embodiment Construction

[0044] Online social network: Online social network includes ordinary social network and symbolic social network. The sides of symbolic social networks have the meaning of "positive" or "negative", and the corresponding sides are marked with symbols "+" or "-", with positive signs The side with a minus sign represents a positive relationship, expressing friends, support, trust, etc.; the side with a minus sign represents a negative relationship, expressing hostility, opposition, confrontation, etc. However, the edges of ordinary social networks are all "+" by default, that is, positive relationships. Social networks are represented by a weighted directed graph G(V,E), where V represents users, E represents the influence weight between users, and E∈[ 0,1].

[0045] Seed users: Users with high influence in online social networks are more efficient when pushing advertisements to other users in online social networks through seed users.

[0046] Comply with the above technical so...

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Abstract

The invention discloses an interpersonal-relationship-perceived advertisement pushing method in online social networks. The interpersonal-relationship-perceived advertisement pushing method in onlinesocial networks combines a PageRank algorithm with a negative relationship and a positive relationship of a user to obtain a seed user set in the online social networks, utilizes the seed users in theseed user set to perform advertisement pushing on other users in the online social networks, and, combined with SIR and independent two cascaded epidemic propagation models, explores the impact of the positive and negative relationships between the users on the credibility of products. The interpersonal-relationship-perceived advertisement pushing method in online social networks maximizes the number of audiences of advertisement and improves the advertisement propagation efficiency by finding the optimal seed user set and employing the reasonable credibility updating method, thus having better performance for the advertisement pushing method, compared with a traditional advertisement pushing method.

Description

technical field [0001] The invention relates to an advertisement pushing method, in particular to an advertisement pushing method for interpersonal relationship perception in an online social network. Background technique [0002] With the accelerated pace of informatization, social news platforms represented by Weibo, WeChat, FaceBook, Twitter, etc. have risen rapidly. Given the real-time nature and irrelevance of time and space, social networks have become an important platform for people's daily communication, and social platforms involving everyone will generate a large amount of data every minute. How to analyze and utilize these valuable massive data is a research hotspot in the fields of information science and technology, epidemiology, sociology, and even economics. [0003] By analyzing the relationship between users and other user attributes in the online social network, find the set of user groups with the greatest social influence, select the most influential us...

Claims

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Application Information

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IPC IPC(8): G06Q30/02G06Q50/00
CPCG06Q30/0271G06Q50/01
Inventor 尹小燕胡潇贾茹昭王倩倩牛进平陈峰陈晓江房鼎益
Owner NORTHWEST UNIV(CN)
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