NDLI: Effective Method for Promoting Viral Marketing in Microblog

Content Provider	IEEE Xplore Digital Library
Author	Xiang Li Shaoyin Cheng Wenlong Chen Fan Jiang
Copyright Year	2013
Description	Author affiliation: Sch. of Comput. Sci. & Technol., Univ. of Sci. & Technol. of China, Hefei, China (Xiang Li; Shaoyin Cheng; Wenlong Chen; Fan Jiang)
Abstract	Based on word-of-mouth effect, viral marketing has developed into an important marketing strategy recently. Meanwhile, microblog has drawn global attention as a potential marketing group over the past decade. Thus how to promote viral marketing in microblog has become a hot topic in social network. However, finding the most influential users for viral marketing under some diffusion models has been proven to be NP-hard [2]. Even though several algorithms have been proposed to approximate this problem, some of them are time-consuming, some inaccurate, and some including too many assumptions. In this paper, we propose an effective method which can obtain a good approximation with nice speed. To reduce the number of candidate users, we present MBRank to rank all the users in microblog and select a small number of candidates. Based on the small candidate set, MBGreedy and its improvement MBCELF for influence maximization are given. They combine both the advantages of greedy-based and heuristic-based algorithms. Furthermore, whether the top-k ranked users always lead to influence maximization is involved. Extensive experiments are conducted to prove that MBCELF is a good tradeoff between effectiveness and efficiency, and the experimental results reveal that our method is really competent in promoting viral marketing in microblog.
Starting Page	665
Ending Page	670
File Size	371196
Page Count	6
File Format	PDF
ISBN	9780769551371
DOI	10.1109/SocialCom.2013.100
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-09-08
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Algorithm design and analysis Greedy algorithms Influence maximization Heuristic algorithms Social network services Viral marketing Approximation algorithms Microblog Integrated circuit modeling
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
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
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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