A Soft Computing Approach for Targeted Product Promotion on Social Networks

Chapter
Part of the Studies in Computational Intelligence book series (SCI, volume 611)

Abstract

Soft computing techniques such as nature-inspired algorithms have always been a great source of inspiration for researchers in developing intelligent systems. One of the prominent nature inspired algorithms is firefly algorithm. The algorithm simulates the attraction approach of real fireflies where each firefly has specific agenda and coordinates with other fireflies in the group (swarm) to achieve the same. The presented work employs this attraction mechanism of firefly algorithm for product promotion at global scale through social networking sites. The algorithm is strategically employed to capture the user interest toward product features and explore the social network of prospective consumers to identify the best initial seeds for efficient product promotion. The strategy is divided into three phases. In the first phase, the market analysis phase, the often changing market demands for a product feature and user preferences for the same are captured. Based on these preferences users are grouped into homogeneous segments in the second phase, i.e., market segmentation. Thereafter, for targeted product promotion the most potential segment(s) with respect to the product to be promoted is selected in the third phase, i.e., targeted product promotion. Experimental studies are conducted to evaluate the performance of each phase individually and subsequently overall strategy is evaluated on epinion dataset. The results reveal the supremacy of firefly algorithm-based approach over other algorithms and substantiate the potential of presented plan to target wide and right range of audience by employing small fraction of advertising budget.

Keywords

Soft computing Evolutionary algorithms Social networking Opinion mining Online product promotion Targeted e-marketing 

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Copyright information

© Springer India 2016

Authors and Affiliations

  1. 1.Department of Computer ScienceUniversity of DelhiNew DelhiIndia
  2. 2.Department of Computer Science and EngineeringJaypee Institute of Information TechnologyNoidaIndia
  3. 3.Department of Computer ScienceDyal Singh College, University of DelhiNew DelhiIndia

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