Skip to main content
SpringerLink
Log in

E-Business and Social Networks: Tapping Dynamic Niche Markets Using Language-Action and Artificial Intelligence

  • Conference paper
Software and Data Technologies (ICSOFT 2010)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 170))

Included in the following conference series:

  • 569 Accesses

Abstract

“That social networks are hard to penetrate” is an often given reason for recent corporate investment decreases in this technology. The cause is the traditional mass market perspective: firms use social networks to connect with, and eavesdrop on, customers. The result: online ads weakly aligned to customer conversations. One alternative: adopt a Language–Action Perspective; identify the market created by a conversation in a social network. The result: online ads strongly aligned to that conversation. One measure of this alignment is the mental distance between the intent of a social network conversation and the intent of the online ads that surround it. This paper will: explore the nature of “intention” in social networks, introduce its elements, show how these elements can create data and software architecture, and show how to create better online ads.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Amaral, L., Scala, A., Barthelemy, A., Stanley, H.: Classes of small-world networks. PNAS 97(21) (1997)

    Google Scholar 

  2. Andrews, M., Vigliocco, G., Vinson, D.: The role of attributional and distributional information in semantic representation. In: 27th Conf. of Cognitive Science Society (2005)

    Google Scholar 

  3. Anonymous. Facebook Hits 500m User Milestone. BBC Online News (2010), http://www.bbc.co.uk/news/technology-10713199

  4. Arnseth, H., Solheim, I.: Making Sense of Shared Knowledge. In: Conf. on Computer Supported Collaborative Learning (2002)

    Google Scholar 

  5. Backstrom, L., Huttenlocher, D., Kleinberg, J., Lan, X.: Group Formation in Social Networks. In: KDD 2006 (2006)

    Google Scholar 

  6. Backstron, L., Kumar, R., Marlow, C., Novak, J., Tomkins, A.: Preferential Behavior in Online Groups. In: WSDM 2008 (February 2008)

    Google Scholar 

  7. Banks, S.: Perspectives on the State of Modeling and Simulating Human Intent Inferencing. AAAI Technical Report FS-02-05 (2002)

    Google Scholar 

  8. Barbosa, C., Prates, R., Souza, C.: MArq-G*: a semiotic engineering approach for supporting the design of multi-user applications. In: CLIHC 2005 (October 2005)

    Google Scholar 

  9. Basili, V., Lindvall, M., Regardie, M., Seaman, C., Heidrich, J., Munch, J., Rombach, D., Trendowicz, A.: Linking Software Development and Business Strategy through Measurement. IEEE Computer 43(4) (2010)

    Google Scholar 

  10. Bausch, S., Han, L.: Social Networking Sites Grow 47 Percent, Year over Year. Net Ratings, Inc., May 11 (2006)

    Google Scholar 

  11. Beam, C., Segev, A., Haas, W.: Electronic Catalogs and Negotiations. CITM Working Paper 96-WP-1016 (August 1996)

    Google Scholar 

  12. Bellotti, V., Edwards, K.: Intelligibility and Accountability: Human Considerations in Context-Aware Systems. Human-Comp. Interaction 16 (2001)

    Google Scholar 

  13. Bergstrom, T., Karahalios, K.: Conversation Clusters: Grouping Conversation Topics through Human-Computer Dialog. In: CHI 2009 (April 2009)

    Google Scholar 

  14. Bohte, S., Gerding, E., Poutre, H.: Market-Based Recommendation: Agents that Compete for Consumer Attention. ACM Trans. on Internet Technology 4(4) (2004)

    Google Scholar 

  15. Boyd, D., Ellison, N.: Social Network Sites: Definition, History and Scholarship. Michigan State University (2007)

    Google Scholar 

  16. Brafman, R., Chernyavsky, Y.: Planning with Goal Preferences and Constraints. In: AAAI Int. Conf. on Automated Planning and Scheduling (2005)

    Google Scholar 

  17. Broder, A., Ciaramita, M., Fontoura, M., Gabrilovich, E., Josifovski, V., Metzler, D., Murdock, V., Plachouras, V.: To Swing or not to Swing: Learning when (not) to Advertise. In: CIKM 2008 (October 2008)

    Google Scholar 

  18. Brynjolfsson, E., Hu, Y., Smith, M.: From Niches to Riches: The Anatomy of the Long Tail. Sloan Management Review 47(4) (2006)

    Google Scholar 

  19. Bussler, C., Fensel, D., Maedche, A.: Conceptual Architecture for Semantic Web Enabled Web Services. SIGMOD Record 31(4) (2002)

    Google Scholar 

  20. Bÿchner, A., Ranta, M., Hughes, J., Mantyla, M.: Semantic Information Mediation among Multiple Product Ontologies. In: 4th Conf. Integrated Design & Process Technology (1999)

    Google Scholar 

  21. Cha, J.: Shopping on Social Networking Web Sites. Journal of Interactive Advertising 10(1) (2009)

    Google Scholar 

  22. Carrero, M.: Innovation for the Web 2.0 Era. IEEE Computer 42(11) (2009)

    Google Scholar 

  23. Chau, M., Chen, H.: Personalized and Focused Web Spiders. In: Web Intelligence. Springer, Heidelberg (2003)

    Google Scholar 

  24. Chen, H., Chau, M., Zeng, D.: CI Spider: a tool for competitive intelligence on the Web. Journal of Decision Support Systems 34 (2002)

    Google Scholar 

  25. Chen, H., Magdon-Ismail, M., Goldberg, M., Wallace, W.: Inferring Agent Dynamics from Social Communication Networks. In: 9th WebKDD/KDD 2007 (2007)

    Google Scholar 

  26. Cohen, S., Stoev, S.: Developing an Optimal product Line Using Consumer preferences and Cost Data. SHC & Associates Report to Eastman Kodak (2002)

    Google Scholar 

  27. Cohen, W., Fan, W.: Web-Collaborative Filtering: Recommending Music by Crawling the Web. Computer Networks 33(1-6) (2000)

    Google Scholar 

  28. Conitzer, V.: Making Decisions Based on the Preferences of Multiple Agents. CACM 53(3) (2010)

    Google Scholar 

  29. Craven, M., Di Pasquo, D., Freitag, D., McCallum, A., Mitchell, T., Nigam, K., Slattery, S.: Learning to construct knowledge bases from the World Wide Web. Journal of Artificial Intelligence 118 (2000)

    Google Scholar 

  30. Denning, P.: Accomplishment. CACM 46(7) (2003)

    Google Scholar 

  31. Dent, H.: The Great Depression Ahead. The Free Press, New York (2008)

    Google Scholar 

  32. Dholakiaa, U., Bagozzia, R., Pearo, L.: A social influence model of consumer participation in network- and small-group-based virtual communities. Int. Journal of Research in Marketing 21 (2004)

    Google Scholar 

  33. Dougherty, D.: Interpretive Barriers to Successful Product Innovation in Large Firms. Org. Science 3(2) (1992)

    Google Scholar 

  34. Du, N., Faloutsos, C., Wang, B., Akoglu, L.: Large Human Communication Networks. In: KDD 2009 (June 2009)

    Google Scholar 

  35. Dubrovsky, V., Kiesler, S., Sethena, B.: The Equalization Phenomenon: Status Effects in Computer-Mediated and face-to-face Decision-Making Groups. Human-Computer Interaction 6 (1991)

    Google Scholar 

  36. Ducasse, S., Pollet, D.: Software Architecture Reconstruction: A Process Oriented Taxonomy. IEEE Trans. on Soft. Eng. 35(4) (2009)

    Google Scholar 

  37. Dunnette, M., Campbell, J., Jaastad, K.: The effect of group participation on brainstorming effectiveness for 2 industrial samples. Journal of Applied Psychology 47(1) (1963)

    Google Scholar 

  38. Ehrlich, K., Lin, C., Griffiths-Fisher, V.: Searching for Experts in the Enterprise. In: GROUP 2007 (November 2007)

    Google Scholar 

  39. Engelbach, W., Höhn, R., Weichhardt, F., Böhm, K.: Ontology Supported Search Engine and Knowledge Organisation, Prototyped for Int. Niche Market Information. In: IKNOW 2006 (September 2006)

    Google Scholar 

  40. Falch, M., Henten, A., Tadayoni, R., Windekilde, I.: Business Models in Social Networking. In: CMI Int. Conf. on Social Networking and Communities (2009)

    Google Scholar 

  41. Farooq, U., Carroll, J., Ganoe, C.: Supporting Creativity with Awareness in Distributed Collaboration. In: GROUP 2007 (November 2007)

    Google Scholar 

  42. Feigenbaum, J., Parkes, D., Pennock, D.: E-Commerce Computational Challenges. CACM 52(1) (2009)

    Google Scholar 

  43. Fiss, P., Kennedy, M.: Market Framing and the Creation of Online Advertising Exchanges. In: 23rd EGOS Colloquium in Vienna, Austria (2007)

    Google Scholar 

  44. Freeman, L.: Visualizing Social Networks. Journal of Social Structure: Visualizing Social Networks (2000)

    Google Scholar 

  45. Gatica-Perez, D.: Analyzing Group Interactions in Conversations. In: IEEE Int. Conf. on Multisensor Fusion and Integration for Intelligent Systems (September 2006)

    Google Scholar 

  46. Ghani, R., Fano, A.: Building Recommender Systems using a Knowledge Base of Product Semantics. Accenture Technology Labs Report (2002)

    Google Scholar 

  47. Goldman, E.: Deregulating Relevancy in Internet Trademark Law. Emory Law Journal 54 (2005)

    Google Scholar 

  48. Guarino, N., Masolo, C., Sabatier, P., Vetere, P.: OntoSeek: Content-Based Access to the Web. IEEE Intelligent Systems (May/June 1999)

    Google Scholar 

  49. Guttman, R., Moukas, A., Maes, P.: Agent-mediated Electronic Commerce: A Survey. Knowledge Engineering Review (1998)

    Google Scholar 

  50. Hanaki, N., Peterhansl, A., Dodds, P., Watts, D.: Cooperation in Evolving Social Networks. Management Science 57(7) (2007)

    Google Scholar 

  51. Heidegger, M.: Being and Time. Trans. Macquarrie, J., Robinson, E. Harper + Row Publishers (1962)

    Google Scholar 

  52. Hill, S., Provost, F., Volinsky, C.: Network-Based Marketing: Identifying Likely Adopters via Consumer Networks. Statistical Science 21(2) (2006)

    Google Scholar 

  53. Hislop, M.: Branding 101: An Overview of Branding and Brand Measurement for Online Marketers. Dynamic Logic Report (2001)

    Google Scholar 

  54. Hogg, T.: Inferring Preference Correlations from Social Networks. HP Labs, Palo Alto, CA (2009)

    Google Scholar 

  55. Hopkin, J.: Social Network Analysis of the Social Media Club - Kuala Lumpur (2010), http://julianhopkins.net/index.php?/archives/284-Social-Network-Analysis-of-the-Social-Media-Club-Kuala-Lumpur.html

  56. Horvitz, E., Paek, T.: A Computational Architecture for Conversation (1999), research.microsoft.com

  57. Horvitz, E., Paek, T.: Uncertainty, Utility, and Misunderstanding: A Decision-Theoretic Perspective on Grounding in Conversational Systems. In: AAAI Fall Symposium on Psychological Models of Communication in Collaborative Systems (November 1999)

    Google Scholar 

  58. Hunscher, D.: Market Niche Discovery with Social Network Analysis Techniques. SI/614 Final Project Paper, Univ. of Michigan (2006)

    Google Scholar 

  59. Janssen, M., Jager, W.: Simulating Market Dynamics. Artificial Life Journal 9 (2003)

    Google Scholar 

  60. Kajan, E.: The Maturity of Open Systems for B2B. ACM SIGEcom Exchanges 5(2) (November 2004)

    Google Scholar 

  61. Kamaladevi, B.: Customer Experience Management in Retailing. Business Intelligence Journal 3(1) (2010)

    Google Scholar 

  62. Kasavana, M., Nusair, K., Teodosic, K.: Online Social Networking: Redefining the Human Web. Emerald Group Publishing, Ltd. (2009)

    Google Scholar 

  63. Kimelman, D., Kimelman, M., Mandelin, D., Yellin, D.: Bayesian Approaches to Matching Architectural Diagrams. IEEE Trans. Soft. Eng. 36(2) (2010)

    Google Scholar 

  64. Kepner, C., Tregoe, B.: The New Rational Manager. Kepner-Tregoe, Incorporated (1981)

    Google Scholar 

  65. Kim, D.: Self-Perception-Based Versus Transference-Based Trust Determinants in Computer-Mediated Transactions. Journal of Management Information Systems 24(4) (2008)

    Google Scholar 

  66. Kwak, H., Choir, Y., Eom, Y., Jeong, H., Moon, S.: Mining Communities in Networks. In: IMC 2009 (2009)

    Google Scholar 

  67. Laudon, K., Guercio, C., Traver, G.: E-commerce: business, technology, society. Pearson Learning (2004)

    Google Scholar 

  68. Lauw, H., Shafer, J., Agrawal, R., Ntoulas, A.: Homophily in the Digial World. IEEE Internet Computing, 14(2) (2010)

    Google Scholar 

  69. Lazarsfeld, P., Merton, P.: Friendship as a Social Process: A Substantive and Methodological Analysis. In: Berger, M., Abel, T., Page, C. (eds.) Freedom and Control in Modern Society. Van Nostrand, New York (1954)

    Google Scholar 

  70. Lee, E., Lee, J.: Reconsideration of the Winner-Take-All Hypothesis: Complex Networks and Local Bias. Management Science 52(12) (2006)

    Google Scholar 

  71. Lee, H.: Do Electronic Marketplaces Lower the Price of Goods? CACM 41(1) (1998)

    Google Scholar 

  72. Lee, S.-I., Sung, C., Cho, S.-B.: An Effective Conversational Agent with User Modeling based on Bayesian Network. In: Zhong, N., Yao, Y., Ohsuga, S., Liu, J. (eds.) WI 2001. LNCS (LNAI), vol. 2198, pp. 428–432. Springer, Heidelberg (2001)

    Chapter  Google Scholar 

  73. Lin, C., Kao, H.: Blog Popularity Mining Usiang Social Interconnection Analysis. IEEE Internet Computing 14(4) (2010)

    Google Scholar 

  74. Lin, R., Kraus, S.: Can Automated Agents Proficiently Negotiate with Humans? CACM 53(1) (2010)

    Google Scholar 

  75. Marca, D.: e-Business Strategy. In: Int. Conf. on e-Business (August 2006)

    Google Scholar 

  76. Mayfield, J., Finin, T.: Information retrieval on the Semantic Web: Integrating inference and retrieval. In: SIGIR 2003, Semantic Web Workshop (August 2003)

    Google Scholar 

  77. McPherson, M., Smith-Lovin, L., Cook, J.: Birds of a Feather: Homophily in Social Networks. Annual Review of Sociology 27 (2001)

    Google Scholar 

  78. Medjahed, B., Bouguettaya, A., Elmagarmid, A.: ComposingWeb services on the Semantic Web. The VLDB J. 12 (2003)

    Google Scholar 

  79. Mendes, A.: Values, norms, Trans. and organizations. In: 17th Annual Meeting of the Society for the Advancement of Socio-Economics (June 2005)

    Google Scholar 

  80. Mislove, A., Koppula, H., Gummadi, K., Druschel, P., Bhattacharjee, B.: Measurement and Analysis of Online Social Networks. In: IMC 2007 (October 2007)

    Google Scholar 

  81. Mislove, A., Koppula, H., Gummadi, K., Druschel, P., Bhattacharjee, B.: Growth of the Flickr Social Network. In: WOSN 2008 (August 2008)

    Google Scholar 

  82. Nielsen, J.: Usability Engineering. Academic Press International, Boston (1993)

    MATH  Google Scholar 

  83. Ohm, P.: When Network Neutrality Met Privacy. CACM 20(4) (2010)

    Google Scholar 

  84. Paek, T., Horvitz, E.: Conversation as Action Under Uncertainty. In: 16th Conf. on Uncertainty in AI (2000)

    Google Scholar 

  85. Papazoglou, M.: Agent-Oriented Technology in Support of e-Business. CACM 44(4) (2001)

    Google Scholar 

  86. Parise, S., Guinan, P.: Marketing Using Web 2.0. In: 41st Hawaii Int. Conf. on System Sciences (2008)

    Google Scholar 

  87. Parkhomenko, O., Lee, Y., Park, E.: Ontology-Driven Peer Profiling in Peer-to-Peer Enabled Semantic Web. In: CIKM 2003 (November 2003)

    Google Scholar 

  88. Pavlou, P., Fygenson, M.: Understanding and Predicting Electronic Commerce Adoption. MIS Quarterly 30(1) (2006)

    Google Scholar 

  89. Pepper, S.: World Hypotheses. University of California Press, Los Angeles (1970)

    Google Scholar 

  90. Ravi, S., Brodery, A., Gabrilovichy, E., Josifovskiy, V., Pandeyy, S., Pang, B.: Automatic Generation of Bid Phrases for Online Advertising. In: WSDM 2010 (February 2010)

    Google Scholar 

  91. Recker, M., Walker, A.: Supporting “Word-of-Mouth” Social Networks Through Collaborative Information Filtering. Journal of Interactive Learning Research 14(1) (2005)

    Google Scholar 

  92. Ren, W.: Radio Business on the World Wide Web. Masters Thesis, Univ. of Florida (2003)

    Google Scholar 

  93. Sabater, J., Sierra, C.: Reputation and Social Network Analysis in Multi-Agent Systems. In: AAMAS 2002 (July 2002)

    Google Scholar 

  94. Samarati, P.: Protecting Information Privacy in the Electronic Society. In: Proc. Of International Conference on e-Business (July 2009)

    Google Scholar 

  95. Scale, M.: Libraries, Facebook and the Information Age. In: 38th ACURIL Conf. (June 2008)

    Google Scholar 

  96. Schneider, F., Feldmann, A., Krishnamurthy, B., Willinger, B.: Understanding Online Social Network Usage from a Network Perspective. In: IMC 2009 (2009)

    Google Scholar 

  97. Sellen, A., Whittaker, S.: Beyond Total Capture: A Constructive Critique of Lifelogging. CACM 53(5) (2010)

    Google Scholar 

  98. Smith, I., Cohen, P., Bradshaw, J., Greaves, M., Holmbackz, H.: Designing conversation policies using joint intention theory. In: 3rd Int. Conf. on Multi Agent Systems (1998)

    Google Scholar 

  99. Smith, J., Chang, S.: Visually Searching the Web for Content. IEEE MultiMedia (July–September 1997)

    Google Scholar 

  100. Spanoudakis, G., Zisman, A.: Discovering Services during Service-Based System Design Using UML. IEEE Trans. on Soft. Eng. 36(3) (2010)

    Google Scholar 

  101. Spradley, J.: Participant Observation. Holt, Rinehart & Winston, Inc., Fort Worth (1980)

    Google Scholar 

  102. Tahboub, K.: Intelligent Human–Machine Interaction Based on Dynamic Bayesian Networks Probabilistic Intention Recognition. J. of Intelligent and Robotic Systems (2005)

    Google Scholar 

  103. Tian, Y., Srivastava, J., Huang, T., Contractor, N.: Social Multimedia Computing. IEEE Computer 43(8) (2010)

    Google Scholar 

  104. Tran, T., Cohen, R.: Hybrid Recommender Systems for Electronic Commerce. In: AAAI 2000 Workshop on Knowledge-Based Electronic Markets (2000)

    Google Scholar 

  105. Varian, H.: Computer Mediated Transactions. Working Paper, Univ. of California at Berkley (2010)

    Google Scholar 

  106. Vujasinovic, M., Kulvatunyou, B., Barkmeyer, E., Missikoff, M., Taglino, F., Marjanovic, Z., Miletic, I.: Semantic Mediation for Standard-based B2B Interoperability. IEEE Internet Computing, 14(1)

    Google Scholar 

  107. Wand, M.: Semiparametric Regression and Graphical Models. Autralian and New Zealand Journal of Statistics 51(1) (2009)

    Google Scholar 

  108. Wang, Y., Fesenmaier, D.: Modeling Participation in an Online Travel Community. Journal of Travel Research 42(3) (2004)

    Google Scholar 

  109. Weigand, H., Lind, M.: On the Pragmatics of Network Communication. In: 3rd Int. Conf. on the Pragmatic Web (September 2008)

    Google Scholar 

  110. Wellman, B.: Computer Networks As Social Networks. Science 293(14) (2001)

    Google Scholar 

  111. Winograd, T.: A Language/Action Perspective on the Design of Cooperative Work. Human-Computer Interaction 3 (1998)

    Google Scholar 

  112. Winoto, P., McCalla, G., Vassileva, J.: An Extended Alternating-Offers Bargaining Protocol for Automated Negotiation in Multi-Agent Systems. In: 18th National Conf. on Artificial Intelligence (2002)

    Google Scholar 

  113. Wu, S.: The relationship between consumer characteristics and attitude toward online shopping. Journal of Marketing Intelligence & Planning 21(1) (2008)

    Google Scholar 

  114. Xiao, L., Wang, Y., Shen, D., Acero, A.: Learning with Click Graph for Query Intent Classification. ACM Trans. for Info. Sys. 28(3) (2010)

    Google Scholar 

  115. Yu, Q., Liu, X., Bouguettaya, A., Medjahed, B.: Deploying and managing Web services: issues, solutions, and directions. The VLDB Journal 17 (2008)

    Google Scholar 

  116. Zheleva, E., Sharara, H., Getoor, L.: Co-evolution of Social and Affiliation Networks. In: KDD 2009 (June 2009)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Online School College of Information Systems and Technology, The University of Phoenix, 3157 East Elwood Street, Phoenix, Arizona, 85034, U.S.A

    David A. Marca

Authors
  1. David A. Marca
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Department of Systems and Informatics, INSTICC / IPS, Rua do Vale de Chaves, Estefanilha, 2910-761, Setúbal, Portugal

    José Cordeiro

  2. Department of Informatics, University of Piraeus, 80 Karaoli & Dimitriou St., 18534, Piraeus, Greece

    Maria Virvou

  3. IICREST, P.O. Box 104, 1618, Sofia, Bulgaria

    Boris Shishkov

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Marca, D.A. (2013). E-Business and Social Networks: Tapping Dynamic Niche Markets Using Language-Action and Artificial Intelligence. In: Cordeiro, J., Virvou, M., Shishkov, B. (eds) Software and Data Technologies. ICSOFT 2010. Communications in Computer and Information Science, vol 170. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29578-2_1

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-29578-2_1

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-29577-5

  • Online ISBN: 978-3-642-29578-2

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation