IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i7p4225-d785767.html
   My bibliography  Save this article

Predicting Advertisement Revenue of Social-Media-Driven Content Websites: Toward More Efficient and Sustainable Social Media Posting

Author

Listed:
  • Szu-Chuang Li

    (Department of Information and Communication, Tamkang University, No. 151, Yingzhuan Rd., Tamsui Dist., New Taipei City 237, Taiwan)

  • Yu-Ching Chen

    (CITI, Academia Sinica, 128 Academia Road, Section 2, Nankang, Taipei 115, Taiwan)

  • Yi-Wen Chen

    (Department of Information and Communication, Tamkang University, No. 151, Yingzhuan Rd., Tamsui Dist., New Taipei City 237, Taiwan)

  • Yennun Huang

    (CITI, Academia Sinica, 128 Academia Road, Section 2, Nankang, Taipei 115, Taiwan)

Abstract

Social media platforms such as Facebook have been a crucial web traffic source for content providers. Content providers build websites and apps to publish their content and attract as many readers as possible. More readers mean more influence and revenue through advertisement. As Internet users spend more and more time on social media platforms, content websites also create social media presence, such as Facebook pages, to generate more traffic and thus revenue from advertisements. With so much content competing for limited real estate on social media users’ timelines, social media platforms begin to rank the contents by user engagements of previous posts. Posting content to social media that receives little user interaction will hurt the content providers’ future presence on social media. Content websites need to consider business sustainability when utilizing social media, to ensure that they can respond to short-term financial needs without compromising their ability to meet their future needs. The present study aims to achieve this goal by building a model to predict the advertisement revenue, which is highly correlated with user engagements, of an intended social media post. The study examined combinations of classification methods and data resampling techniques. A content provider can choose the combination that suits their needs by comparing the confusion matrices. For example, the XGBoost model with undersampled data can reduce the total post number by 87%, while still making sure that 49% of the high-performance posts will be posted. If the content provider wants to make sure more high-performance posts are posted, then they can choose the DNN(Deep Neural Network) model with undersampled data to post 66% of high-performance posts, while reducing the number of total posts by 69%. The study shows that predictive models could be helpful for content providers to balance their needs between short-term revenue income and long-term social media presence.

Suggested Citation

  • Szu-Chuang Li & Yu-Ching Chen & Yi-Wen Chen & Yennun Huang, 2022. "Predicting Advertisement Revenue of Social-Media-Driven Content Websites: Toward More Efficient and Sustainable Social Media Posting," Sustainability, MDPI, vol. 14(7), pages 1-20, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4225-:d:785767
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/7/4225/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/7/4225/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Indrajit Sinha & Thomas Foscht, 2007. "Over-marketing and brand suicide," Palgrave Macmillan Books, in: Reverse Psychology Marketing, chapter 2, pages 23-50, Palgrave Macmillan.
    2. Indrajit Sinha & Thomas Foscht, 2007. "Reverse Psychology Marketing," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-62506-8, February.
    3. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    4. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    5. Jörg Claussen & Tobias Kretschmer & Philip Mayrhofer, 2013. "The Effects of Rewarding User Engagement: The Case of Facebook Apps," Information Systems Research, INFORMS, vol. 24(1), pages 186-200, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    2. CHEN, Helen S.Y., 2020. "Designing Sustainable Humanitarian Supply Chains," OSF Preprints m82ar, Center for Open Science.
    3. Ferdinand Thies & Sören Wallbach & Michael Wessel & Markus Besler & Alexander Benlian, 2022. "Initial coin offerings and the cryptocurrency hype - the moderating role of exogenous and endogenous signals," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1691-1705, September.
    4. Denise Ravet, 2011. "Lean production: the link between supply chain and sustainable development in an international environment," Post-Print hal-00691666, HAL.
    5. Mara Del Baldo, 2012. "Corporate social responsibility and corporate governance in Italian SMEs: the experience of some “spirited businesses”," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 16(1), pages 1-36, February.
    6. Michael Howes & Liana Wortley & Ruth Potts & Aysin Dedekorkut-Howes & Silvia Serrao-Neumann & Julie Davidson & Timothy Smith & Patrick Nunn, 2017. "Environmental Sustainability: A Case of Policy Implementation Failure?," Sustainability, MDPI, vol. 9(2), pages 1-17, January.
    7. Parnphumeesup, Piya & Kerr, Sandy A., 2011. "Stakeholder preferences towards the sustainable development of CDM projects: Lessons from biomass (rice husk) CDM project in Thailand," Energy Policy, Elsevier, vol. 39(6), pages 3591-3601, June.
    8. Chin-Shan Lu & Kuo-Chung Shang & Chi-Chang Lin, 2016. "Examining sustainability performance at ports: port managers’ perspectives on developing sustainable supply chains," Maritime Policy & Management, Taylor & Francis Journals, vol. 43(8), pages 909-927, November.
    9. Kebede, Yohannes, 1993. "The Limits to Common Resource Management: The Bypassed Commons or Commons without Tragedy," MPRA Paper 662, University Library of Munich, Germany, revised 01 May 1993.
    10. John Stanley & Janet Stanley, 2023. "Improving Appraisal Methodology for Land Use Transport Measures to Reduce Risk of Social Exclusion," Sustainability, MDPI, vol. 15(15), pages 1-18, August.
    11. Nora Mzavanadze, 2009. "Building A Framework For National Sustainable Development Assessment And Application For Lithuania: Sustainability In Transition," Journal of Environmental Assessment Policy and Management (JEAPM), World Scientific Publishing Co. Pte. Ltd., vol. 11(01), pages 97-130.
    12. Pishchulov, Grigory & Trautrims, Alexander & Chesney, Thomas & Gold, Stefan & Schwab, Leila, 2019. "The Voting Analytic Hierarchy Process revisited: A revised method with application to sustainable supplier selection," International Journal of Production Economics, Elsevier, vol. 211(C), pages 166-179.
    13. Isin Ceti̇n, 2017. "Accounting Requirements And Records On Bank Subscribed Capital Compliance With European Directives," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 52-68, February.
    14. Jean-Michel Sahuta & Sandrine Boulerne & Medhi Mili & Frédéric Teulon, 2014. "What Relation Exists Between Corporate Social Responsibility (Csr) And Longevity Of Firms?," Working Papers 2014-248, Department of Research, Ipag Business School.
    15. Alba Rocio Gutierrez Garzon & Pete Bettinger & Jacek Siry & Bin Mei & Jesse Abrams, 2019. "The Terms Foresters and Planners in the United States Use to Infer Sustainability in Forest Management Plans: A Survey Analysis," Sustainability, MDPI, vol. 12(1), pages 1-20, December.
    16. Shehu Folaranmi Gbolahan Yusuf & Oluwabunmi Oluwaseun Popoola & Lindokhule Gwala & Thinandavha Nesengani, 2021. "Promoting University–Community Alliances in the Experiential Learning Activities of Agricultural Extension Postgraduate Students at the University of Fort Hare, South Africa," Sustainability, MDPI, vol. 13(18), pages 1-18, September.
    17. Filipa Correia & Philipp Erfruth & Julie Bryhn, 2018. "The 2030 Agenda: The roadmap to GlobALLizaton," Working Papers 156, United Nations, Department of Economics and Social Affairs.
    18. Choy Yee Keong, 2005. "Sustainable Development—An Institutional Enclave (with Special Reference to the Bakun Dam–Induced Development Strategy in Malaysia)," Journal of Economic Issues, Taylor & Francis Journals, vol. 39(4), pages 951-971, December.
    19. Anthony Bennett, 1998. "Sustainable public/private partnerships for public service delivery," Natural Resources Forum, Blackwell Publishing, vol. 22(3), pages 193-199, August.
    20. Smith, Joyotee & Scherr, Sara J., 2003. "Capturing the Value of Forest Carbon for Local Livelihoods," World Development, Elsevier, vol. 31(12), pages 2143-2160, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4225-:d:785767. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.