Link Prediction Based on Heterogeneous Social Intimacy and Its Application in Social Influencer Integrated Marketing

Shugang Li, He Zhu, Zhifang Wen, Jiayi Li, Yuning Zang, Jiayi Zhang, Ziqian Yan and Yanfang Wei ()
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Shugang Li: School of Management, Shanghai University, Shanghai 200444, China
He Zhu: School of Management, Shanghai University, Shanghai 200444, China
Zhifang Wen: School of Management, Shanghai University, Shanghai 200444, China
Jiayi Li: Songjiang No. 2 Middle School, Shanghai 201600, China
Yuning Zang: School of Management, Shanghai University, Shanghai 200444, China
Jiayi Zhang: School of Management, Shanghai University, Shanghai 200444, China
Ziqian Yan: School of Management, Shanghai University, Shanghai 200444, China
Yanfang Wei: School of Management, Shanghai University, Shanghai 200444, China

Mathematics, 2023, vol. 11, issue 13, 1-19

Abstract: The social influencer integrated marketing strategy, which builds social influencers through potential users, has gained widespread attention in the industry. Traditional Scoring Link Prediction Algorithms (SLPA) mainly rely on homogeneous network indicators to predict friend relationships, which cannot provide accurate link prediction results in cold-start situations. To overcome these limitations, the Closeness Heterogeneous Link Prediction Algorithm (CHLPA) is proposed, which uses node closeness centrality to describe the social intimacy of nodes and provides a heterogeneous measure of a network based on this. Three types of heterogeneous indicators of social intimacy were proposed based on the principle of three-degree influence. Due to scarce overlapping node sample data, CHLPA uses gradient boosting trees to select the most suitable index, the second most suitable index, and the third most suitable index from Social Intimacy Heterogeneous Indexes (SIHIs) and SLPAs. Then, these indicators are weighted and combined to predict the likelihood of other node users in the two product circles in an online brand community becoming friends with overlapping node users. Finally, a hill-climbing algorithm is designed based on this to build integrated marketing social influencers, and the effectiveness and robustness of the algorithm are validated.

Keywords: CHLPA; SIHI; integrated marketing; social influencer; gradient boosting trees (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2023
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