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http://ssrn.com/abstract=1904693
 
 

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Differential Adaptive Diffusion: Understanding Diversity and Learning Whom to Trust in Viral Marketing


Hossam Sharara


University of Maryland - College of Computer, Mathematical and Physical Sciences

William M. Rand


University of Maryland

Lise Getoor


University of Maryland - College of Computer, Mathematical and Physical Sciences

August 3, 2011

Proceedings of the International Conference on Weblogs and Social Media (ICWSM) 2011
Robert H. Smith School Research Paper No. RHS-06-138

Abstract:     
Viral marketing mechanisms use the existing social network between customers to spread information about products and encourage product adoption. Existing viral marketing models focus on the dynamics of the diffusion process, however they typically: (a) only consider a single product campaign and (b) fail to model the evolution of the social network, as the trust between individuals changes over time, during the course of multiple campaigns. In this work, we propose an adaptive viral marketing model which captures: (1) multiple different product campaigns, (2) the diversity in customer preferences among different product categories, and (3) changing confidence in peers’ recommendations over time. By applying our model to a real-world network extracted from the Digg social news website, we provide insights into the effects of network dynamics on the different products’ adoption. Our experiments show that our proposed model outperforms earlier non-adaptive diffusion models in predicting future product adoptions. We also show how this model can be used to explore new viral marketing strategies that are more successful than classic strategies which ignore the dynamic nature of social networks.

Number of Pages in PDF File: 9

Keywords: viral marketing, social bookmarking, diffusion, agent-based model, adaptive

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Date posted: August 4, 2011 ; Last revised: September 30, 2012

Suggested Citation

Sharara, Hossam and Rand, William M. and Getoor, Lise, Differential Adaptive Diffusion: Understanding Diversity and Learning Whom to Trust in Viral Marketing (August 3, 2011). Proceedings of the International Conference on Weblogs and Social Media (ICWSM) 2011; Robert H. Smith School Research Paper No. RHS-06-138. Available at SSRN: http://ssrn.com/abstract=1904693 or http://dx.doi.org/10.2139/ssrn.1904693

Contact Information

Hossam Sharara
University of Maryland - College of Computer, Mathematical and Physical Sciences ( email )
College Park, VA 20742-3255
United States
William M. Rand (Contact Author)
University of Maryland ( email )
College Park, MD 20742
United States
Lise Getoor
University of Maryland - College of Computer, Mathematical and Physical Sciences ( email )
College Park, VA 20742-3255
United States
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