Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Research on Risk Assessment and Early Warning of Supply Chain Based on Extension in the Context for New Retailing Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Maximizing Profit in Word-of-Mouth Promotion with Incremental Chance Model in a Social Network

Authors : Xiaojie Sun, Zuxiong Tan

Published in: Proceedings of the Sixth International Forum on Decision Sciences

Publisher: Springer Singapore

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

WOM promotion can be an effective marketing strategy in social networks. Initiating from a set of influential seed customers, many other individuals can be activated to purchase the product due to WOM effects. In this paper, we study the problem of finding optimal nodes in a social network that could maximize the profit in such a viral marketing campaign. We adopt the incremental chance model to characterize the information diffusion process, which considers the complete influence. To solve this model, we design a framework of greedy algorithms that achieves a trade-off between optimality and complexity. Finally, numerical experiments are performed to demonstrate the effectiveness and efficiency of our algorithms.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Inventory Lot-Sizing Optimization with Supplier Selection Under Uncertain Environment
next chapter China’s Energy Demand Forecast Based on Combination Model
Literature
1.
Brown J, Reinegen P (2007) Social ties and word-of-mouth referral behavior. Consum Res 14(3):350–362CrossRef
2.
Domingos P, Richardson M (2001) Mining the network value of customers. In: Proceedings of the seventh ACM SIGKDD international conference on knowledge discovery and data mining, KDD’01, San Francisco, California
3.
Goldenberg J, Libai B, Muller E (2001) Talk of the network: a complex system look at the underlying process of word-of-mouth. Market Lett 12(3):211–223CrossRef
4.
Domingos P, Richardson M (2001) Mining the network value of customers. In: Proceedings of the 7th ACM SIGKDD conference on knowledge discovery and data mining
5.
Richardson M, Domingos P (2002) Mining knowledge-sharing sites for viral marketing. In: Proceedings of the 8th ACM SIGKDD conference on knowledge discovery and data mining
6.
Kempe D, Kleinberg J, Tardos E (2003) Maximizing the spread of influence through a social network. In: Proceedings of the KDD ’03. New York, NY, USA
7.
Wei L, Lakshmanan LVS (2013) Profit maximization over social networks. In: IEEE international conference on data mining
8.
Tang J, Tang X, Yuan J (2016) Profit maximization for viral marketing in Online Social Networks. In: IEEE international conference on network protocols
9.
Even-Dar E, Shapira A (2007) A note on maximizing the spread of influence in social networks. In: International workshop on web and internet economics. Springer, Berlin, Heidelberg
10.
Zhu T, Wang B, Wu B, Zhu C (2014) Maximizing the spread of influence ranking in social networks. Inf Sci 278:535–544CrossRef
11.
Qin Y, Ma J, Gao S (2017) Efficient influence maximization under TSCM: a suitable diffusion model in online social networks. Springer
12.
Yang J, Liu J (2017) Influence maximization-cost minimization in social networks based on a multi-objective discrete particle swarm optimization algorithm. IEEE Access 99:1–1
13.
Ni Y, Xie L, Liu Z Q (2010) Minimizing the expected complete influence time of a social network. Elsevier Science Inc
14.
Chen W, Wang Y, Yang S (2009) Efficient influence maximization in social networks. In: ACM SIGKDD international conference on knowledge discovery and data mining
15.
Long C, Wong W (2014) Viral marketing for dedicated customers. Inform Syst 46:1–23CrossRef
16.
Ni Y, Shi Q (2013) Minimizing the complete influence time in a social network with stochastic costs for influencing nodes. Int J Uncertain Fuzziness Knowl Based Syst 21:supp01CrossRef
17.
Dinh TN, Zhang H, Nguyen DT, Thai MT (2014) Cost-effective viral marketing for time-critical campaigns in large-scale social networks. IEEE/ACM Trans Netw 22(6):2001–2011CrossRef
18.
Hartline J, Mirrokni V, Sundararajan M (2008) Optimal marketing strategies over social networks. In: International conference on world wide web
19.
Chen W, Lu P, Sun X, Tang B, Wang Y, Zhu ZA (2011) Optimal pricing in social networks with incomplete information. Internet Netw Econ. Springer, Berlin, Heidelberg
20.
Xu K, Li J, Song Y (2012) Identifying valuable customers on social networking sites for profit maximization. Expert Syst Appl 39(17):13009–13018CrossRef
21.
Zhou X (2013) A heuristic algorithm for profit maximization problem on customer social networking. In: International conference on innovative computing technology. IEEE
22.
Ni Y (2016) Sequential seeding to optimize influence diffusion in a social network. Appl Soft Comput
23.
Cormen TT, Leiserson CE, Rivest RL (2003) Introduction to algorithms. Resonance 1(9):14–24
24.
Estevez PA, Vera P, Saito K (2007) Selecting the most influential nodes in social networks. In: International joint conference on neural networks. IEEE
25.
Cao JX, Dong D, Xu S et al (2015) A k-core based algorithm for influence maximization in social networks. Chin J Comput 1–7
26.
Erdos P, Renyi A (1959) On random graphs. Publicationes Mathematicae 6(4):290–297
Metadata
Title
Maximizing Profit in Word-of-Mouth Promotion with Incremental Chance Model in a Social Network
Authors
Xiaojie Sun
Zuxiong Tan
Copyright Year
2020
Publisher
Springer Singapore
Book
Proceedings of the Sixth International Forum on Decision Sciences

Print ISBN: 978-981-13-8228-4

Electronic ISBN: 978-981-13-8229-1

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-981-13-8229-1_11