NDLI: A proposal to enhance cross-marketing via social networks by modelling and analyzing market basket like patterns across social network groups

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A proposal to enhance cross-marketing via social networks by modelling and analyzing market basket like patterns across social network groups

Content Provider	IEEE Xplore Digital Library
Author	Bharath, C. Ganesh, J.
Copyright Year	2010
Description	Author affiliation: International Institute of Information Technology, Bangalore, India (Bharath, C.) \|\| SETLabs, Infosys Technologies, Bangalore, India (Ganesh, J.)
Abstract	The ability to create groups has for long been one of the features of interest for the users across the social networks. Groups allow users (account holders) to join them, be a fan-follower of them, etc. In addition, there have been provisions for the account holder to also be a part of multiple groups as a member. The primary goal of our research is to analyze patterns within group membership. Essentially, we will be proposing a model based on market basket analysis over a subset of the social network groups and then derive a set of associative mining rules amongst these networks. The information mined may provide interesting insights for cross-marketing purposes. For instance, using this technique an organization Ox could find that the buyers of their product x tend to be socially fans or members of groups with the subtype Y or even, perhaps, more specifically with another organization Oy that sell a product y. Using such data, the organizations may then try to leverage these findings to build a co-opetative (Co-operation + Competition), profitable synergy and might also give them insights to determine which products of Oy may be impacted if the store discontinues selling the product x or vice-versa. The aim of this paper is to bring in a new high-level dimension to the social network analysis area by imbibing the concepts of Market Basket and then try to provide a basic feasibility criterion for the entire approach by simple simulations.
Starting Page	1
Ending Page	4
File Size	1023908
Page Count	4
File Format	PDF
ISBN	9781424489992
e-ISBN	9781424490004
DOI	10.1109/BASNA.2010.5730301
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-12-15
Publisher Place	India
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Social Network Analysis Analytical models Social Network Intelligence Social network services Association Mining Organizations Market Basket Analysis Data Mining Internet Association rules
Content Type	Text
Resource Type	Article

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