Modeling and maximizing influence diffusion in social networks for viral marketing

توضیحات

ABSTRACT

Modeling influence diffusion in social networks is an important challenge. We investigate influence-diffusion modeling and maximization in the setting of viral marketing, in which a node’s influence is measured by the number of nodes it can activate to adopt a new technology or purchase a new product. One of the fundamental problems in viral marketing is to find a small set of initial adopters who can trigger the most further adoptions through word-of-mouth-based influence propagation in the network. We propose a novel multiple-path  asynchronous threshold(MAT) model, in which we quantify influence and track its diffusion and aggregation.
Our MAT model captures not only direct influence from neighboring influencers but also indirect influence passed along by messengers. Moreover, our MAT framework models influence attenuation along diffusion paths, temporal influence decay, and individual diffusion dynamics. Our work is an important step toward a more realistic diffusion model. Further, we develop an effective and efficient heuristic to tackle the influence-maximization problem. Our experiments on four real-life networks demonstrate its excellent performance in terms of both influence spread and time efficiency. Our work provides preliminary but significant insights and implications for diffusion research .and marketing practice

INTRODUCTION

People live in various social networks, and share information and ideas with friends in the form of word-of-mouth (WOM) communication. New technologies and various social media rapidly penetrate into every aspect of our daily life, and provide us new channels and great convenience to exchange information and express opinions. They disseminate massive volumes of information over different social media, and spread influence to each other. As social media becomes prevalent, its influence on business, politics and society becomes evident and significant.  How new innovations, behaviors, and diseases spreadthrough social networks has a long history of study in social sciences. Research in this area has exploded and drawn considerable attention from many disciplines over the last
decade. Many models of information and influence diffusion have been proposed for a wide variety of applications,  such as viral marketing (Kempe et al. 2003; Bhagat et al.2012), cascading behavior and prediction (Leskovec et al. 2007; Cheng et al. 2014), information spreading (Morales et al. 2014), outbreak detection (Leskovec et al. 2007), etc. In this paper, we look into modeling influence diffusion in the setting of viral marketing in business.

Year: ۲۰۱۸

Publisher : SPRINGER

 By : Wenjun Wang and W. Nick Street

File Information: English Language/ 26 Page / size: 555KB

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سال : ۱۳۹۶

ناشر : SPRINGER

کاری از : Wenjun وانگ و W. نیک خیابان

اطلاعات فایل : زبان انگلیسی / 26 صفحه / حجم : KB 555

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