TY - GEN
T1 - Scheduled seeding for latent viral marketing
AU - Sela, Alon
AU - Goldenberg, Dmitri
AU - Shmueli, Erez
AU - Ben-Gal, Irad
N1 - Publisher Copyright:
© 2016 IEEE.
PY - 2016/11/21
Y1 - 2016/11/21
N2 - One highly studied topic in the field of social networks is the search for influential nodes, that when seeded (i.e. infected intentionally), may infect a large portion of the network through a viral process. However, when it comes to the spread of new products, such viral processes are rather rare. Social influence is indeed an important factor when it comes to the act of adopting a new product. However, this influence is usually latent and does not trigger the purchase action by itself, it therefore requires an additional sales effort. We propose a model and a method that better fit the product adoption scenario. Our method allocates the seeding efforts not only to precise nodes but also at precise points in time, such that the product adoption rate increases. By conducting a set of empirical simulations, we show that under realistic assumptions, our method improves the product adoption rate by 25%-50%.
AB - One highly studied topic in the field of social networks is the search for influential nodes, that when seeded (i.e. infected intentionally), may infect a large portion of the network through a viral process. However, when it comes to the spread of new products, such viral processes are rather rare. Social influence is indeed an important factor when it comes to the act of adopting a new product. However, this influence is usually latent and does not trigger the purchase action by itself, it therefore requires an additional sales effort. We propose a model and a method that better fit the product adoption scenario. Our method allocates the seeding efforts not only to precise nodes but also at precise points in time, such that the product adoption rate increases. By conducting a set of empirical simulations, we show that under realistic assumptions, our method improves the product adoption rate by 25%-50%.
KW - Information Cascades
KW - Information Spread
KW - Scheduled Seeding
KW - Social Networks
KW - Viral Marketing
UR - https://www.scopus.com/pages/publications/85006721637
U2 - 10.1109/ASONAM.2016.7752304
DO - 10.1109/ASONAM.2016.7752304
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AN - SCOPUS:85006721637
T3 - Proceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2016
SP - 642
EP - 643
BT - Proceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2016
A2 - Kumar, Ravi
A2 - Caverlee, James
A2 - Tong, Hanghang
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2016
Y2 - 18 August 2016 through 21 August 2016
ER -