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A Knowledge Graph Approach to Elucidate the Role of Organellar Pathways in Disease via Biomedical Reports
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Credibility-based knowledge graph embedding for identifying social brand advocates.

Bilal Abu-Salih1, Salihah Alotaibi2, Manaf Al-Okaily3,4

  • 1King Abdullah II School of Information Technology, The University of Jordan, Amman, Jordan.

Frontiers in Big Data
|December 5, 2024
PubMed
Summary
This summary is machine-generated.

This study introduces a new framework using Knowledge Graphs (KGs) to identify influential brand advocates online. It enhances customer engagement strategies by analyzing social credibility and mitigating spam.

Keywords:
Knowledge Graphsbrand advocates detectionknowledge graph embeddingonline Customer Engagementsocial credibilitysocial media analysis

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Area of Science:

  • Computer Science
  • Social Science

Background:

  • Brand advocates drive positive word-of-mouth (WOM) but are difficult to identify using current systems.
  • Knowledge Graphs (KGs) offer structured data for understanding customer interactions and preferences.

Purpose of the Study:

  • To develop an intelligent system for accurately identifying online brand advocates.
  • To enhance understanding of customer advocacy dynamics and social credibility.

Main Methods:

  • Constructing Knowledge Graphs (KGs) to represent brand-customer interactions.
  • Utilizing KG embedding techniques for link prediction, clustering, and visualization.
  • Incorporating and extending the DSpamOnto ontology for social spam detection.

Main Results:

  • The proposed framework accurately identifies brand advocates.
  • The system effectively analyzes social credibility to distinguish genuine advocates from spammers.
  • KG embedding enables efficient analysis and visualization of advocacy networks.

Conclusions:

  • The novel KG-based framework improves the identification and understanding of brand advocates.
  • Integrating social credibility analysis is crucial for maintaining trust and authenticity.
  • This approach empowers businesses to optimize customer engagement and advocacy strategies.