Discovering the influential users oriented to viral marketing based on online social networks

Zhiguo Zhu

Physica A: Statistical Mechanics and its Applications, 2013, vol. 392, issue 16, 3459-3469

Abstract: The target of viral marketing on the platform of popular online social networks is to rapidly propagate marketing information at lower cost and increase sales, in which a key problem is how to precisely discover the most influential users in the process of information diffusion. A novel method is proposed in this paper for helping companies to identify such users as seeds to maximize information diffusion in the viral marketing. Firstly, the user trust network oriented to viral marketing and users’ combined interest degree in the network including isolated users are extensively defined. Next, we construct a model considering the time factor to simulate the process of information diffusion in viral marketing and propose a dynamic algorithm description. Finally, experiments are conducted with a real dataset extracted from the famous SNS website Epinions. The experimental results indicate that the proposed algorithm has better scalability and is less time-consuming. Compared with the classical model, the proposed algorithm achieved a better performance than does the classical method on the two aspects of network coverage rate and time-consumption in our four sub-datasets.

Keywords: Complex network; Social network mining; Viral marketing; User trust network; Influential users (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:phsmap:v:392:y:2013:i:16:p:3459-3469

DOI: 10.1016/j.physa.2013.03.035

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