Applying Personalized Recommendation for Social Network Marketing

Leila Esmaeili, Ramin Nasiri and Behrouz Minaei-Bidgoli
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Leila Esmaeili: University of Qom, Iran
Ramin Nasiri: University of Tehran, Iran
Behrouz Minaei-Bidgoli: Iran University of Science and Technology, Iran

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 1, 50-63

Abstract: The competition among manufacturers and service providing companies as well as the widespread presence of electronic processes has introduced new business models that need special e-Marketing. Social network marketing is one of the most recent types of marketing. Today, due to their flexibility and ease of use, social networks have fallen in the center of attention for users of various age groups. The variety of online social network groups, some of which are created with commercial goals, has made users uncertain and skeptical; on the other hand, in today’s competitive market, companies are seeking their potential and actual customers. To solve this problem, this paper introduced a group recommender system which, using data mining techniques and information theory, offers customized recommendations based on user preferences. Supposing that users in each group share similar characteristics, heterogeneous members are identified and removed. Unlike other methods, in special cases where the user does not have relationships with other members or when an activity history for the user does not exist, this method could yet offer recommendations.

Date: 2012
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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