On modeling brand preferences in item adoptions

On modeling brand preferences in item adoptions

In marketing and advertising, developing and managingbrands value represent the core activities performedby companies. Successful brands attract buyers andadopters, which in turn increase the companies’ value.Given a set of user-item adoption data, can we inferbrand effects from users adopting items...

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Bibliographic Details
Main Authors: LUU, Minh Duc, LIM, Ee Peng, CHUA, Freddy Chong-Tat
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2014
Subjects:
Brand preference
Topic model
Item adoption
Computer Sciences
Databases and Information Systems
Online Access:https://ink.library.smu.edu.sg/sis_research/2609
https://ink.library.smu.edu.sg/context/sis_research/article/3609/viewcontent/8082_37764_2_PB.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:In marketing and advertising, developing and managingbrands value represent the core activities performedby companies. Successful brands attract buyers andadopters, which in turn increase the companies’ value.Given a set of user-item adoption data, can we inferbrand effects from users adopting items? To answerthis question, we develop the Brand Item Topic Model(BITM) that incorporates users’ brand preferences inthe process of item adoption by the users. We evaluateour model using synthetic and two real world datasetsagainst baseline models which do not consider brand effects.The results show that BITM can determine userswho demonstrate brand preferences and predict itemadoptions more accurately.

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