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Movie Account Recommendation on Instagram

Published:23 February 2023Publication History
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Abstract

With the increasing popularity of social networks, many businesses have started implementing their branding or targeted advertising strategies to reach potential customers through social media platforms. It is desirable and essential to help businesses to reach mass audiences and assist users to find favorite business accounts on social media platforms. In the movie industry, movie companies often create business accounts (movie accounts) to promote their movies and capture the attention of followers on Instagram. Instagram contains rich information about movies and user feedback, while IMDb, one of the most popular online databases, contains well-organized information related to movies. The features extracted from the data collected from Instagram and IMDb can complement each other. Therefore, in this study, we propose a framework for recommending movie accounts to users on Instagram by using the data collected from Instagram and IMDb platforms. The experiment results show that our proposed framework outperforms the comparing methods in terms of precision, recall, F1-score, and Normalized Discounted Cumulative Gain (NDCG), and mitigates the effect of cold start problems. The proposed framework can help movie companies or businesses reach potential audiences and implement effective targeted advertising strategies.

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      • Published in

        cover image ACM Transactions on Internet Technology
        ACM Transactions on Internet Technology  Volume 23, Issue 1
        February 2023
        564 pages
        ISSN:1533-5399
        EISSN:1557-6051
        DOI:10.1145/3584863
        • Editor:
        • Ling Liu
        Issue’s Table of Contents

        Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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        Association for Computing Machinery

        New York, NY, United States

        Publication History

        • Published: 23 February 2023
        • Online AM: 13 January 2023
        • Accepted: 21 December 2022
        • Revised: 16 April 2022
        • Received: 24 April 2021
        Published in toit Volume 23, Issue 1

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