2024
DOI: 10.3389/fdata.2024.1469819
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Credibility-based knowledge graph embedding for identifying social brand advocates

Bilal Abu-Salih,
Salihah Alotaibi,
Manaf Al-Okaily
et al.

Abstract: Brand advocates, characterized by their enthusiasm for promoting a brand without incentives, play a crucial role in driving positive word-of-mouth (WOM) and influencing potential customers. However, there is a notable lack of intelligent systems capable of accurately identifying online advocates based on their social interactions with brands. Knowledge Graphs (KGs) offer structured and factual representations of human knowledge, providing a potential solution to gain holistic insights into customer preferences… Show more

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