On modeling brand preferences in item adoptions

• 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
• Institution: Singapore Management University

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.