Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank
User Generated Content (UGC) plays a key role in the current and future e-commence at the era of Web 2.0. As an important form of UGC, the online auction site eBay has enjoyed tremendous growth rates since its inception. Many social networks emerge across different communities on eBay. The notion of...
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| Format: | Conference Paper |
| Published: |
IEEE Computer Society
2009
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| Online Access: | http://portal.acm.org/citation.cfm?id=1578248 http://hdl.handle.net/20.500.11937/38286 |
| _version_ | 1848755279149137920 |
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| author | Lam, Hon Wu, Chen |
| author2 | Irfan Awan |
| author_facet | Irfan Awan Lam, Hon Wu, Chen |
| author_sort | Lam, Hon |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | User Generated Content (UGC) plays a key role in the current and future e-commence at the era of Web 2.0. As an important form of UGC, the online auction site eBay has enjoyed tremendous growth rates since its inception. Many social networks emerge across different communities on eBay. The notion of viral marketing has been proposed in both literature and practice. However, in order to find the "opinion leader" in the social network, marketers need to have a sound analytic tool to rank potential buyers. In order to tackle this issue, this paper propose a BuyerRank, a Social Network Analysis (SNA) model that assists marketers to rank potential buyers based on their future influence estimated from their past auction/purchase behaviour on eBay. The paper also provides a detailed state-of-the-art review of recent work on SNA and viral marketing in the light of the Web 2.0 e-commerce context. |
| first_indexed | 2025-11-14T08:53:46Z |
| format | Conference Paper |
| id | curtin-20.500.11937-38286 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:53:46Z |
| publishDate | 2009 |
| publisher | IEEE Computer Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-382862022-12-09T06:09:43Z Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank Lam, Hon Wu, Chen Irfan Awan Muhammad Younas Takahiro Hara Arjan Durresi Web 2.0 User Generated Content Viral Marketing e-Commernce PageRank Social Network Analysis eBay User Generated Content (UGC) plays a key role in the current and future e-commence at the era of Web 2.0. As an important form of UGC, the online auction site eBay has enjoyed tremendous growth rates since its inception. Many social networks emerge across different communities on eBay. The notion of viral marketing has been proposed in both literature and practice. However, in order to find the "opinion leader" in the social network, marketers need to have a sound analytic tool to rank potential buyers. In order to tackle this issue, this paper propose a BuyerRank, a Social Network Analysis (SNA) model that assists marketers to rank potential buyers based on their future influence estimated from their past auction/purchase behaviour on eBay. The paper also provides a detailed state-of-the-art review of recent work on SNA and viral marketing in the light of the Web 2.0 e-commerce context. 2009 Conference Paper http://hdl.handle.net/20.500.11937/38286 http://portal.acm.org/citation.cfm?id=1578248 IEEE Computer Society fulltext |
| spellingShingle | Web 2.0 User Generated Content Viral Marketing e-Commernce PageRank Social Network Analysis eBay Lam, Hon Wu, Chen Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title | Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title_full | Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title_fullStr | Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title_full_unstemmed | Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title_short | Finding influential ebay buyers for viral marketing - a conceptual model of BuyerRank |
| title_sort | finding influential ebay buyers for viral marketing - a conceptual model of buyerrank |
| topic | Web 2.0 User Generated Content Viral Marketing e-Commernce PageRank Social Network Analysis eBay |
| url | http://portal.acm.org/citation.cfm?id=1578248 http://hdl.handle.net/20.500.11937/38286 |