A study of design approach of spreading schemes for viral marketing based on human dynamics

Jianmei Yang, Dong Zhuang, Weicong Xie and Guangrong Chen

Physica A: Statistical Mechanics and its Applications, 2013, vol. 392, issue 24, 6494-6505

Abstract: Before launching a real viral marketing campaign, it is needed to design a spreading scheme by simulations. Based on a categorization of spreading patterns in real world and models, we point out that the existing research (especially Yang et al. (2010) Ref. [16]) implicitly assume that if a user decides to post a received message (is activated), he/she will take the reposting action promptly (Prompt Action After Activation, or PAAA). After a careful analysis on a real dataset however, it is found that the observed time differences between action and activation exhibit a heavy-tailed distribution. A simulation model for heavy-tailed pattern is then proposed and performed. Similarities and differences of spreading processes between the heavy-tailed and PAAA patterns are analyzed. Consequently, a more practical design approach of spreading scheme for viral marketing on QQ platform is proposed. The design approach can be extended and applied to the contexts of non-heavy-tailed pattern, and viral marketing on other instant messaging platforms.

Keywords: Spreading scheme; Viral marketing; Design approach; QQ group; Human dynamics; Complex network (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:phsmap:v:392:y:2013:i:24:p:6494-6505

DOI: 10.1016/j.physa.2013.07.059

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