We propose a general framework for the recommendation of possible customers (users) to advertisers (e.g., brands) based on the comparison between On-line Social Network profiles. In particular, we represent both user and brand profiles as trees where nodes correspond to categories and sub-categories in the associated On-line Social Network. When categories involve posts and comments, the comparison is based on word embedding, and this allows to take into account the similarity between topics popular in the brand profile and user preferences. Results on real datasets show that our approach is successfull in identifying the most suitable set of users to be used as target for a given advertisement campaign.
The observation that behavior of users is highly influenced by the behavior of their neighbors or community members is used in @cite_8 to enrich user profiles, based on latent user communities in collaborative tagging.
@cite_8
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In the era of big data, collaborative tagging (a.k.a. folksonomy) systems have proliferated as a consequence of the growth of Web 2.0 communities. Constructing user profiles from folksonomy systems is useful for many applications such as personalized search and recommender systems. The identification of latent user communities is one way to better understand and meet user needs. The behavior of users is highly influenced by the behavior of their neighbors or community members, and this can be utilized in constructing user profiles. However, conventional user profiling techniques often encounter data sparsity problems as data from a single user is insufficient to build a powerful profile. Hence, in this paper we propose a method of enriching user profiles based on latent user communities in folksonomy data. Specifically, the proposed approach contains four sub-processes: (i) tag-based user profiles are extracted from a folksonomy tripartite graph; (ii) a multi-faceted folksonomy graph is constructed by integrating tag and image affinity subgraphs with the folksonomy tripartite graph; (iii) random walk distance is used to unify various relationships and measure user similarities; (iv) a novel prototype-based clustering method based on user similarities is used to identify user communities, which are further used to enrich the extracted user profiles. To evaluate the proposed method, we conducted experiments using a public dataset, the results of which show that our approach outperforms previous ones in user profile enrichment. In this paper, we extend existing work on latent attribute inference by leveraging the principle of homophily: we evaluate the inference accuracy gained by augmenting the user features with features derived from the Twitter profiles and postings of her friends. We consider three attributes which have varying degrees of assortativity: gender, age, and political affiliation. Our approach yields a significant and robust increase in accuracy for both age and political affiliation, indicating that our approach boosts performance for attributes with moderate to high assortativity. Furthermore, different neighborhood subsets yielded optimal performance for different attributes, suggesting that different subsamples of the user's neighborhood characterize different aspects of the user herself. Finally, inferences using only the features of a user's neighbors outperformed those based on the user's features alone. This suggests that the neighborhood context alone carries substantial information about the user. Recently community detection has attracted much interest in social media to understand the collective behaviours of users and allow individuals to be modeled in the context of the group. Most existing approaches for community detection exploit either users' social links or their published content, aiming at discovering groups of densely connected or highly similar users. They often fail to find effective communities due to excessive noise in content, sparsity in links, and heterogenous behaviours of users in social media. Further, they are unable to provide insights and rationales behind the formation of the group and the collective behaviours of the users. To tackle these challenges, we propose to discover communities in a low- dimensional latent space in which we simultaneously learn the representation of users and communities. In particular, we integrated different social views of the network into a low-dimensional latent space in which we sought dense clusters of users as communities. By imposing a Laplacian regularizer into affiliation matrix, we further incorporated prior knowledge into the community discovery process. Finally community profiles were computed by a linear operator integrating the profiles of members. Taking the wellness domain as an example, we conducted experiments on a large scale real world dataset of users tweeting about diabetes and its related concepts, which demonstrate the effectiveness of our approach in discovering and profiling user communities. Many people share their activities with others through online communities. These shared activities have an impact on other users' activities. For example, users are likely to become interested in items that are adopted (e.g. liked, bought and shared) by their friends. In this paper, we propose a probabilistic model for discovering latent influence from sequences of item adoption events. An inhomogeneous Poisson process is used for modeling a sequence, in which adoption by a user triggers the subsequent adoption of the same item by other users. For modeling adoption of multiple items, we employ multiple inhomogeneous Poisson processes, which share parameters, such as influence for each user and relations between users. The proposed model can be used for finding influential users, discovering relations between users and predicting item popularity in the future. We present an efficient Bayesian inference procedure of the proposed model based on the stochastic EM algorithm. The effectiveness of the proposed model is demonstrated by using real data sets in a social bookmark sharing service.