Abstract

The social network played recently a major role as communication media in our daily life as it allows individuals to interact with one another and build relationships. When products or companies advertise on the social network, they expect that their product or advertisement reaches its target. Social networks is a hot research topic that has received great interest in the recent years due to its wide spreading and influence on organizations that advertise on the social network. In this research, the study proposed a theoretical framework that uses a genetic algorithm to enhance marketing and advertising by calculating the fitness function value for each member; the two factors used are the features provided by each member and the path between community’s members, and then it displays a list of suggested suitable advertisement. The main advantage behind the presented framework is to enhance the marketing and advertising in social networks communities to provide the maximum profit for the advertiser and provide the users with the advertisements suitable for their interests.

Key words: Social network, marketing strategy, advertising, genetic algorithm, fitness functions.