Abstract

http://ssrn.com/abstract=1846505
 
 

Citations (5)



 


 



Evolving Viral Marketing Strategies


Forrest Stonedahl


Northwestern University - Northwestern Institute for Complex Systems (NICO)

William M. Rand


University of Maryland

Uri Wilensky


Northwestern University - Northwestern Institute for Complex Systems (NICO)

July 2010

GECCO 2010, Portland, Oregon, USA, July 7-11, 2010
Robert H. Smith School Research Paper No. RHS 06-133

Abstract:     
One method of viral marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the entire population. However, determining how many and which consumers within a particular social network should be seeded to maximize adoption is challenging. We define a strategy space for consumer seeding by weighting a combination of network characteristics such as average path length, clustering co-efficient, and degree. We measure strategy eff ectiveness by simulating adoption on a Bass-like agent-based model, with five diff erent social network structures: four classic theoretical models (random, lattice, small-world, and preferential attachment) and one empirical (extracted from Twitter friendship data). To discover good seeding strategies, we have developed a new tool, called BehaviorSearch, which uses genetic algorithms to search through the parameter-space of agent-based models. This volutionary search also provides insight into the interaction between strategies and network structure. Our results show that one simple strategy (ranking by node degree) is near-optimal for the four theoretical networks, but that a more nuanced strategy performs signifi cantly better on the empirical Twitter-based network. We also find a correlation between the optimal seeding budget for a network, and the inequality of the degree distribution.

Number of Pages in PDF File: 9

Keywords: viral marketing, agent-based modeling, diffusion, social networks, marketing, genetic algorithms, management, simulation

Accepted Paper Series


Download This Paper

Date posted: May 21, 2011  

Suggested Citation

Stonedahl, Forrest and Rand, William M. and Wilensky, Uri, Evolving Viral Marketing Strategies (July 2010). GECCO 2010, Portland, Oregon, USA, July 7-11, 2010 ; Robert H. Smith School Research Paper No. RHS 06-133. Available at SSRN: http://ssrn.com/abstract=1846505

Contact Information

Forrest Stonedahl
Northwestern University - Northwestern Institute for Complex Systems (NICO) ( email )
Chambers Hall
600 Foster Street
Evanston, IL 60208-4057
United States
William M. Rand (Contact Author)
University of Maryland ( email )
College Park, MD 20742
United States
Uri Wilensky
Northwestern University - Northwestern Institute for Complex Systems (NICO) ( email )
Chambers Hall
600 Foster Street
Evanston, IL 60208-4057
United States
Feedback to SSRN


Paper statistics
Abstract Views: 1,355
Downloads: 401
Download Rank: 39,790
Citations:  5

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo4 in 0.360 seconds