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

Proceedings of the International Conference on Weblogs and Social Media (ICWSM) 2011

Robert H. Smith School Research Paper No. RHS-06-138

9 Pages Posted: 4 Aug 2011 Last revised: 30 Sep 2012

Hossam Sharara

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

William Rand

North Carolina State University

Lise Getoor

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

Date Written: August 3, 2011

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.

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

Suggested Citation

Sharara, Hossam and Rand, William 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: https://ssrn.com/abstract=1904693 or http://dx.doi.org/10.2139/ssrn.1904693

Hossam Sharara

University of Maryland - College of Computer, Mathematical and Natural Sciences ( email )

2300 Symons Hall,
University of Maryland
College Park, MD 20742-3255
United States

William Rand (Contact Author)

North Carolina State University ( email )

Poole College of Management
Box 7229, North Carolina State University
Raleigh, NC North Carolina 27695-7229
United States
7347177965 (Phone)

HOME PAGE: http://billrand.org

Lise Getoor

University of Maryland - College of Computer, Mathematical and Natural Sciences ( email )

2300 Symons Hall,
University of Maryland
College Park, MD 20742-3255
United States

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