Identifying influential reviewers for word-of-mouth marketing

  title={Identifying influential reviewers for word-of-mouth marketing},
  author={Yung-Ming Li and Chia-Hao Lin and Cheng-Yang Lai},
  journal={Electronic Commerce Research and Applications},
The key to word-of-mouth marketing is to discover the potential influential nodes for efficiently spreading product impressions. In this paper, a framework combined with mining techniques, a modified PMI measure, and an adaptive RFM model is proposed to evaluate the influential power of online reviewers. An artificial neural network is adopted to identify the target reviewers and a well-developed trust mechanism is utilized for effectiveness evaluation. This proposed framework is verified by… CONTINUE READING
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