NDLI: Cost-effective viral marketing for time-critical campaigns in large-scale social networks

Content Provider	ACM Digital Library
Author	Zhang, Huiyuan Nguyen, Dzung T. Thai, My T. Dinh, Thang N.
Copyright Year	2015
Abstract	Online social networks (OSNs) have become one of the most effective channels for marketing and advertising. Since users are often influenced by their friends, "word-of-mouth" exchanges, so-called viral marketing, in social networks can be used to increase product adoption or widely spread content over the network. The common perception of viral marketing about being cheap, easy, and massively effective makes it an ideal replacement of traditional advertising. However, recent studies have revealed that the propagation often fades quickly within only few hops from the sources, counteracting the assumption on the self-perpetuating of influence considered in literature. With only limited influence propagation, is massively reaching customers via viral marketing still affordable? How do we economically spend more resources to increase the spreading speed? We investigate the cost-effective massive viral marketing problem, taking into the consideration the limited influence propagation. Both analytical analysis based on power-law network theory and numerical analysis demonstrate that the viral marketing might involve costly seeding. To minimize the seeding cost, we provide mathematical programming to find optimal seeding formedium-size networks and propose VirAds, an efficient algorithm, to tackle the problem on large-scale networks. VirAds guarantees a relative error bound of O(1) from the optimal solutions in power-law networks and outperforms the greedy heuristics that realizes on the degree centrality. Moreover, we also show that, in general, approximating the optimal seeding within a ratio better than $\textit{O}(log$ $\textit{n})$ is unlikely possible.
Starting Page	2001
Ending Page	2011
Page Count	11
File Format	PDF
ISSN	10636692
DOI	10.1109/TNET.2013.2290714
Volume Number	22
Issue Number	6
Journal	IEEE/ACM Transactions on Networking (TON)
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2014-12-01
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Approximation algorithm Hardness proof Influence propagation Power-law networks Social media
Content Type	Text
Resource Type	Article
Subject	Electrical and Electronic Engineering Computer Networks and Communications Software Computer Science Applications

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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