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Viral Marketing for Complementary Products

In: Nonlinear Combinatorial Optimization

Author

Listed:
  • Jianxiong Guo

    (The University of Texas at Dallas)

  • Weili Wu

    (The University of Texas at Dallas)

Abstract

When you purchase a product in internet, a recommendation may appear “the customer who buys A may also buy B.” When you purchase both products A and B, another recommendation may appear “the customer who buys A and B may also buy C.” Products A, B, and C are complementary. Both recommendations are established based on historical data and statistical analysis. Here, complementary products are those that tend to be purchased together, for example, iPhone and its accessories, computer and monitor, etc. In this article, we would like to address this issue in viral marketing.

Suggested Citation

  • Jianxiong Guo & Weili Wu, 2019. "Viral Marketing for Complementary Products," Springer Optimization and Its Applications, in: Ding-Zhu Du & Panos M. Pardalos & Zhao Zhang (ed.), Nonlinear Combinatorial Optimization, pages 309-315, Springer.
    • Handle: RePEc:spr:spochp:978-3-030-16194-1_16
    DOI: 10.1007/978-3-030-16194-1_16
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    Cited by:

    1. Hongmin W. Du & Xiang Li & Guanghua Wang, 2024. "New approximations for monotone submodular maximization with knapsack constraint," Journal of Combinatorial Optimization, Springer, vol. 48(4), pages 1-7, November.

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