Research on the implantation and dissemination strategy of short creative advertising videos in the new media era

Interconnections and communication in social media enhance information dissemination. Business firms leverage social media as an advertising platform for their products, brands and services. As interactive multimedia is more captivating than other media forms, short and creative advertising videos are recently used as an effective marketing tool. This work proposes a framework that taps the features of video advertisements along with social networking properties like network clusters and network degrees to determine the transmission and retransmission of video between primary and secondary-level clusters. The degradation in retransmission is estimated using the connections and their influence computed as the connection coefficient between the nodes. The proposed framework is validated on Facebook advertisement videos by assessing its efficacy in disseminating and implementing the products. The detailed experimentation reveals that the proposed model is much more effective in determining the dissemination and implementation of the video content with an average mean square error of 0.24. The work is robust and versatile, and it could be deployed to other social media networks by customising the estimation of transmission and retransmission rates.