Research On The Intelligent Method To Identify The Influential Users And Its Applications For Advertising In Microblogs

It is a hot topic to discuss how to use influential users for online social advertising and to get maximized marketing performances in the social networks. The forming processes of network users’influences are different than normal and highly relate to the users’ information publishing, interacting and spreading abilities. To identify suitable users to deliver ads for enterprises on networks, the paper researches personal and social resources, relationships and abilities which reflect users’influences in social networks, and their influences on advertising performances to find the intelligent method to identify the influential users and their influence values. All above can help enterprises select suitable network influential users to deliver online social ads accurately.Firstly, the paper has researched the social relationship networks of Weibo users based on social capital theories in Microblogs and build the users’single and multiple relationship graphs. According to the social relationship networks and graphs, the paper explains the acquiring, accumulating and using processes of Weibo users’influences and establish the indicators, information publishing abilities and information interacting abilities, to calculate users’social capitals. Next, we utilize the PageRank algorithms to construct the intelligent model to identify the influential users. Lastly, the paper has researched the components of influential Weibo users’ social capital values and the multi-dimensional method to classify the users’ social capital values, then acquired the values and ranks of users’social capital values by Principle Component Analysis to help enterprises make practical strategies to utilize influential Weibo users to deliver online ads in Microblogs.The originality innovation of this paper is listed as follows:(1) the paper first uses social capital theories to find Weibo users’ social relationship networks and to establish the single and multiple relationship graphs in Microblogs; (2) the paper builds the model to calculate the users’ information publishing abilities and information interacting abilities in Microblogs; (3) An intelligent method to identify the Weibo influential users based on PageRank algorithms is designed in this paper.