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A study of design approach of spreading schemes for viral marketing based on human dynamics

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  • Yang, Jianmei
  • Zhuang, Dong
  • Xie, Weicong
  • Chen, Guangrong

Abstract

Before launching a real viral marketing campaign, it is needed to design a spreading scheme by simulations. Based on a categorization of spreading patterns in real world and models, we point out that the existing research (especially Yang et al. (2010) Ref. [16]) implicitly assume that if a user decides to post a received message (is activated), he/she will take the reposting action promptly (Prompt Action After Activation, or PAAA). After a careful analysis on a real dataset however, it is found that the observed time differences between action and activation exhibit a heavy-tailed distribution. A simulation model for heavy-tailed pattern is then proposed and performed. Similarities and differences of spreading processes between the heavy-tailed and PAAA patterns are analyzed. Consequently, a more practical design approach of spreading scheme for viral marketing on QQ platform is proposed. The design approach can be extended and applied to the contexts of non-heavy-tailed pattern, and viral marketing on other instant messaging platforms.

Suggested Citation

  • Yang, Jianmei & Zhuang, Dong & Xie, Weicong & Chen, Guangrong, 2013. "A study of design approach of spreading schemes for viral marketing based on human dynamics," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(24), pages 6494-6505.
    • Handle: RePEc:eee:phsmap:v:392:y:2013:i:24:p:6494-6505
    DOI: 10.1016/j.physa.2013.07.059
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    References listed on IDEAS

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    1. Yang, Jianmei & Yao, Canzhong & Ma, Weicheng & Chen, Guanrong, 2010. "A study of the spreading scheme for viral marketing based on a complex network model," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(4), pages 859-870.
    2. M. E. J. Newman & D. J. Watts, 1999. "Scaling and Percolation in the Small-World Network Model," Working Papers 99-05-034, Santa Fe Institute.
    3. Cristopher Moore & M. E. J. Newman, 2000. "Epidemics and Percolation in Small-World Networks," Working Papers 00-01-002, Santa Fe Institute.
    4. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    5. Mauro Bampo & Michael T. Ewing & Dineli R. Mather & David Stewart & Mark Wallace, 2008. "The Effects of the Social Structure of Digital Networks on Viral Marketing Performance," Information Systems Research, INFORMS, vol. 19(3), pages 273-290, September.
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    Cited by:

    1. Narisa Zhao & Hui Li, 2020. "How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network," Electronic Commerce Research, Springer, vol. 20(4), pages 833-856, December.

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