E-Commerce Connected by Social Media: Microblogging Information Recommitted To Cold-Start Product

IDL - International Digital Library Of
Technology & Research

Volume 1, Issue 2, Mar 2017 Available at: www.dbpublications.org
International e-Journal For Technology And Research-2017
E-Commerce Connected By Social Media:

Microblogging Information Recommitted to
Cold-Start Product
Ms. SNEHA A B 1, Dr. K THIPPESWAMY 2
Dept. of Computer Science
1
MTech, Student VTU PG Center, Mysuru, India
2
Guide & Head of Department VTU PG Center, Mysuru, India
SURVEY PAPER Chinese B2C e-commerce website JINGDONG have

1 ABSTRACT: In recent years, the boundaries shown the effectiveness of our proposed framework.
between e-commerce and social networking have
become increasingly blurred. Many e-commerce 2 INTRODUCTION: In recent years, the boundaries
websites support the mechanism of social login where between e-commerce and social networking have
users can sign on the websites using their social become increasingly blurred. E-commerce websites
network identities such as their Face book or Twitter such as eBay features many of the characteristics of
accounts. Users can also post their newly purchased social networks, including real-time status updates and
products on micro blogs with links to the e-commerce interactions between its buyers and sellers. Some e-
product web pages. In this paper we propose a novel commerce websites also support the mechanism of
solution for cross-site cold-start product social login, which allows new users to sign in with
recommendation which aims to recommend products their existing login information from social
from e-commerce websites to users at social networking services such as Face book, Twitter or
networking sites in cold-start situations, a problem Google+. Both Face book and Twitter have introduced
which has rarely been explored before. A major a new feature that allow users to buy products directly
challenge is how to leverage knowledge extracted from their websites by clicking a buy button to
from social networking sites for cross-site cold-start purchase items in adverts or other posts. In China, the
product recommendation. We propose to use the e-commerce company ALIBABA has made a strategic
linked users across social networking sites and e- investment in SINA WEIBO1 where ALIBABA
commerce websites (users who have social networking product adverts can be directly delivered to SINA
accounts and have made purchases on e-commerce WEIBO users. With the new trend of conducting e-
websites) as a bridge to map users social networking commerce activities on social networking sites, it is
features to another feature representation for product important to leverage knowledge extracted from social
recommendation. In specific, we propose learning both networking sites for the development of product
users and products feature representations (called recommender systems.
user embeddings and product embeddings, The problem of recommending products from e-
respectively) from data collected from e-commerce commerce websites to users at social networking sites
websites using recurrent neural networks and then who do not have historical purchase records, i.e., in
apply a modified gradient boosting trees method to cold-start situations is studied. It is called cross-site
transform users social networking features into user cold-start product recommendation. Although online
embeddings. We then develop a feature-based matrix product recommendation has been extensively studied
factorization approach which can leverage the learnt before, most studies only focus on constructing
user embeddings for cold-start product solutions within certain ecommerce websites and
recommendation. Experimental results on a large mainly utilize users historical transaction records. The
dataset constructed from the largest Chinese micro cross-site cold-start product recommendation has been
blogging service SINA WEIBO and the largest rarely studied before.
IDL - International Digital Library 1|P a g e Copyright@IDL-2017


In problem setting, only the users social networking talking about you whether youre using social media
information is available and it is a challenging task to or not. Without an active presence, you let users
transform the social networking information into latent control the story. This isnt necessarily a bad thing
user features which can be effectively used for product after all; word-of-mouth continues to be the most
recommendation. To address this challenge, the use of credible form of advertising. But its when that story is
linked users across social networking sites and e- told with negative sentiment, or when a users
commerce websites (users who have social networking complaint goes unnoticed, that it becomes a problem.
accounts and have made purchases on e-commerce Remember that ecommerce is driven by website
websites) is proposed as a bridge to map users social traffic. Social media is absolutely critical for directing
networking features to latent features for product followers to your landing or product pages. If people
recommendation. In specific, learning both users and talk about you online, theyre generating awareness.
products feature representations (called user But if you talk back, you create connections and build
embeddings and product embeddings, respectively) is relationships thatll benefit you well beyond a simple
proposed from data collected from ecommerce link share. Some objectives to think about:
websites using recurrent neural networks and then How many new social media followers do
apply a modified gradient boosting trees method to you want?
transform users social networking features into user How much social media traffic do you want
embeddings. Then, a feature based matrix factorization to receive?
approach is developed which can leverage the learnt Whats the ideal ratio of visitors to
user embeddings for cold-start product conversions?
recommendation. The dataset is built from the largest Whats the ideal ratio of audience growth and
Chinese Micro blogging service SINA WEIBO2 and engagement to sales?
the largest Chinese B2C e-commerce website
JINGDONG3, containing a total of 20,638 linked 3.2 Social Commerce Here mainly survey about
users. The experimental results on the dataset have world best social media connectivity on face book
shown the feasibility and the effectiveness of our business, the owners often wonders about the ROI of
proposed framework. social media. Is my Face book page actually driving
sales? Is all this tweeting really doing anything for my
3 SURVEY bottom line? Should I be on Interest and Instagram?
3.1 Social Media Ecommerce Here we studied about Well it turns out, when it comes to ecommerce, being
the complete structure of ecommerce and social social matters.
shopping, the main thing here objected to social media To better understand how social media is impacting
grew from connecting friends on Face book to uniting the ecommerce industry, we analyzed data from 37
brands and communities across platforms. Over the million social media visits that led to 529,000 orders.
past decade, social media has become an integral part Here are some interesting data points we surveyed:
of peoples lives and, in turn, youre marketing Face book dominates as a source of social traffic and
strategy. Consumers today are online, theyre mobile sales. Nearly two thirds of all social media visits to
and theyre very social. And dont think brands Shoplift stores come from Face book. Plus, an average
havent noticed the shift. Many businesses use social of 85% of all orders from social media comes from
media ecommerce strategies to target their audience on Face book.
social networks before consumers visit their online Orders from Reedit increased 152% in 2013.
stores. Everything from taking a class to balancing a Perhaps most interesting and surprising was
budget to buying a car can be done online. Its up to community style site Polypore which is generating the
brands to move to social to find new customers. highest average order value ahead of Face book,
Social media has played a critical role in the evolution Interest and Twitter. Also noteworthy in this category
of online shopping. In fact, 9 out of 10 consumers turn is Instagram which is also generating higher average
to social media for help with a buying decision and orders than those same sites. This is especially
75% of people bought something because they saw it impressive considering the only clickable links in
on social media. Instagram are those in profile bios.
If youre still on the fence about adopting a social Face book has the highest conversion rate for all social
media ecommerce strategy, here are three important media ecommerce traffic at 1.85%
reasons why you need to do so, and fast: People are


In addition to these stats, we've also analyzed specific Acquisition: Your social profile is really your
industries to determine which platforms are storefront. Customers are now using social networks
performing well for them. You can check out all of our to research companies and products. Your Yelp, Face
findings in the info graphic below. Please click on the book, LinkedIn and other social pages provide the
image to view it in full-screen. perfect opportunity to make a lasting impression. Start
by optimizing your profiles and making important
3.3 Ways Ecommerce Companies Should Use information easy-to-find. Also, encourage your
Social Media for Marketing Today, social media existing customers to review your company on Face
spending makes up a small fraction of most business book, Google, or Yelp.
marketing budgets. A recent Duke University survey
found that, on average, social media spending 3.4 What Social Networks Work Best For
accounted for just 9% of the overall budget. But that Ecommerce? As inbound marketers, we know that
number is projected to expand to nearly 22% in the you should always make decisions on data. Ideally, the
next five years. data is our own - we track our efforts and the sales and
customer value that we generate. However, sometimes
Clearly, ecommerce marketers recognize the power of it's useful to discover new opportunities to explore by
social media to connect with an audience. Face book, looking at what's driving success for the ecommerce
Twitter, LinkedIn, and Instagram are nearly ubiquitous industry as a whole.
in our lives. Theyre like the 21st-Century Main The awesome research team at Shoplift put together
Street; we use them to communicate, find information this awesome info graphic, analyzing 37 million visits
quickly, and increasingly, to shop for products. For from the social networking websites and collecting
Web businesses, effective social marketing represents data from 529,000 orders (making it one of the few
real value. Social networks offer new ways to reach studies on this topic with a decent sample size and
first-time customers, engage and reward existing statistical significance)Driving traffic and sales is an
customers, and showcase the best your brand has to important metric for measuring your effectiveness in
offer. Your social network profiles and the content you social media. There are, of course, other applications
share are as important as a business storefront signage of social media - such as customer service and
and displays in the 1950s. positively influencing SEO. However, knowing which
Why? Social networks are evolving from merely networks drive traffic that turns directly into sales will
places to find and distribute content; theyre becoming help you know what networks may be worth engaging
commerce portals. Businesses that integrate social in more proactively.
media into their marketing strategy from customer What would be an interesting expansion in this study
acquisition, to sales, to re-engagement campaigns would be to break the sales down by the type of
will benefit. Here are a few ways ecommerce content marketers are sharing in each network.
businesses can maximize their social marketing Obviously, the highly visual networks are going to
efforts: this survey we covered object are rely heavily on whether or not an image is included. It
Research: Marketers can see in real-time what your would be interesting to break this data down into
audience cares about most, their interests, the marketers sharing coupons, educational content, social
conversations theyre having and what they like. Use proof, contests, simple product detail pages, etc. We
your social networks to better segment audience and know from survey and anecdotal evidence that just
understand your target demographics. This will help spamming product detail pages, for example, isn't the
you optimize your campaigns and deliver more best way to drive sales and that educational or social-
targeted messaging. proof content is more likely to drive traffic. It makes
Service: Immediacy is big in social media; we want sense, given Face books massive size and dominance
information and we want it now. Thats why social in overall share of social media users, that Face book
networks are so great for customer service. They would have a significant share of the traffic. Face book
enable businesses to quickly respond to customer has an extremely sticky user interface, making it more
inquiries. Plus, social media makes it easier to spot active than idle browsing sites like Interest.
and respond to unpleasant customer experiences. It seems unlikely, even given the reported nervousness
Develop a strategy for responding to customer by Face books executives that they're becoming un-
inquiries via social media. cool to the next generation, that ecommerce marketers
will be able to ignore this channel. Even given Face


books increasing costs based on the lower organic better accuracy and computational time than the
engagement they're allowing, sales from Face book relevant methods.
grew 129% last year and ecommerce marketers will
need to continue to be heavily engaged on Face book. 4 CONCLUSION
Using this survey finally we conclude that a novel
3.5 The Impact Of Social Media On E-Commerce problem, cross-site cold-start product
When the World Wide Web first came out, it began recommendation, i.e., recommending products from e-
as a competitive advantage for every business that commerce websites to Micro blogging users without
embraced it. Very quickly, the Web became a business historical purchase records is studied. The main idea is
necessity. It simply wasn't possible to remain that on the e-commerce websites, users and products
competitive without having an online presence. In fact, can be represented in the same latent feature space
companies now generate roughly $2.4 million every through feature learning with the recurrent neural
minute through e-commerce. Though a large chunk of networks. Using a set of linked users across both e-
this revenue comes directly from social media, with commerce websites and social networking sites as a
Face book, Interest and Twitter helping to generate bridge, feature mapping functions can be learned using
more than $40,000 every 60 seconds. These properties a modified gradient boosting trees method, which
represent just a tiny slice of the larger social media maps users attributes extracted from social
pie. Its almost impossible to calculate the indirect networking sites onto feature representations learned
influence that social media has on consumer spending. from e-commerce websites. The mapped user features
A user might learn of a new brand or promotion from can be effectively incorporated into a feature-based
her Face book feed and decide to purchase that matrix factorization approach for cloud start product
product many weeks after the fact. Yet according to recommendation. A large dataset is constructed from
Epsilon Data Management, social media campaigns WEIBO and JINGDONG. The results will show that
are a key driver of shopping habits, responsible for the proposed framework is indeed effective in
more customer engagement than any other marketing addressing the cross-site cold-start product
channel currently available. recommendation problem. Currently, only simple
neutral network architecture has been employed for
3.6 Dealing with the new user cold-start problem in user and product embedding learning. In the future,
recommender systems: A comparative review The more advanced deep learning models such as
Recommender System (RS) is an efficient tool for Convolution Neural Networks13 can be study for
decision makers that assist in the selection of learning.
appropriate items according to their preferences and
interests. This system has been applied to various OTHER REFERENCES
domains to personalize applications by recommending [1] J. Wang, W. X. Zhao, Y. He, and X. Li,
items such as books, movies, songs, restaurants, news Leveraging product adopter information from online
articles and jokes, among others. An important issue reviews for product recommendation, in ICWSM,
for the RS that has greatly captured the attention of 2015.
researchers is the new user cold-start problem, which [2] W. X. Zhao, Y. Guo, Y. He, H. Jiang, Y. Wu, and
occurs when there is a new user that has been X. Li, We know what you want to buy: a
registered to the system and no prior rating of this user demographic-based system for product
is found in the rating table. In this paper, we first recommendation on microblogs, in SIGKDD, 2014.
present a classification that divides the relevant studies
addressing the new user cold-start problem into three [3] J. Wang and Y. Zhang, Opportunity model for e-
major groups and summarize their advantages and commerce recommendation: Right product; right
disadvantages in a tabular format. Next, some typical time, in SIGIR, 2013.
algorithms of these groups, such as MIPFGWC-CS,
NHSM, FARAMS and HUFCF, are described. [4] M. Giering, Retail sales prediction and item
Finally, these algorithms are implemented and recommendations using customer demographics at
validated on some benchmark RS datasets under store level, SIGKDD Explor. Newsl., vol. 10, no. 2,
various settings of the new user cold start. The Dec. 2008.
experimental results indicate that NHSM achieves


[5] G. Linden, B. Smith, and J. York, Amazon.com
recommendations: Item-to-item collaborative
filtering, IEEE Internet Computing, vol. 7, no. 1, Jan.
2003.
[6] Y. Seroussi, F. Bohnert, and I. Zukerman,

Personalised rating prediction for new users using
latent factor models, in ACM HH, 2011.
[7] T. Mikolov, I. Sutskever, K. Chen, G. S. Corrado,

and J. Dean, Distributed representations of words
and phrases and their compositionality, in NIPS,
2013.
[8] Q. V. Le and T. Mikolov, Distributed

representations of sentencesand documents, CoRR,
vol. abs/1405.4053, 2014.
[9] J. Lin, K. Sugiyama, M. Kan, and T. Chua,

Addressing coldstart in app recommendation: latent
user models constructed from twitter followers, in
SIGIR, 2013.
[10] T. Mikolov, K. Chen, G. Corrado, and J. Dean,

Efficient estimation of word representations in vector
space, CoRR, vol. abs/1301.3781, 2014.
[11] Y. Koren, R. Bell, and C. Volinsky, Matrix

factorization techniquesfor recommender systems,
Computer, vol. 42, no. 8, pp. 3037, Aug. 2009.

E-Commerce Connected by Social Media: Microblogging Information Recommitted To Cold-Start Product

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

E-Commerce Connected by Social Media: Microblogging Information Recommitted To Cold-Start Product

Încărcat de

Drepturi de autor:

Formate disponibile

IDL - International Digital Library Of

Technology & Research

International e-Journal For Technology And Research-2017