IPARS: An Image-based Personalized Advertisement Recommendation System on Social Networks
Farzaneh Jouyandeh, Pooya Moradian Zadeh · Procedia Computer Science · 2022
Social media has become a primary source of information for decision-makers, organizations, and scientists in today’s fast-paced world. Indeed, because of the large volume of user-generated data available on social media, these online platforms are viewed as computable data sources that potentially mirror reality. It could be an authentic environment for the task of target customers identification for marketing. This paper presents a novel image-based personalized advertisement recommendation system named IPARS to identify target customers in social media using image processing and machine learning techniques for an online advertisement. Assume having a set of advertising images; The problem is identifying a group of social media users who are likely to be the potential target of those images. In IPARS, a given social network is first converted into a weighted bipartite graph where the nodes are the users and keywords. Then, another bipartite graph is formed by decomposing the advertising images into their objects, labels, concepts, and sentiments. We propose a couple of formulas to calculate the weight of edges for both graphs. An algorithm is proposed to search the social graph and identify and rank the best group of users. We have evaluated our proposed model on a set of images and users from the Flickr dataset and Twitter. The results showed that IPARS has a better performance compared with other algorithms.