文章基本信息

标题：Research on Social Marketing Strategies with An Agent-based Propagation Model
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作者：Shuai Zeng ; Juanjuan Li ; Xiaochun Ni 等
期刊名称：IFAC PapersOnLine
印刷版ISSN：2405-8963
出版年度：2017
卷号：50
期号：1
页码：13581-13586
DOI：10.1016/j.ifacol.2017.08.2375
语种：English
出版社：Elsevier
摘要：AbstractConsidering the increasing complexity of social networks and user behaviors, it is very challenging for advertisers to formulate their strategies of selecting proper initial seed users in their social marketing efforts. In this paper, we tackle this challenge by proposing an agent-based propagation model and injecting it into typical social networks with three types of structures, i.e., Erdős-Rényi random graph, Watt-Strogatz small world graph, and Barabási-Albert scale-free graph. We instantiate this agent-based model with demographic characteristics extracted from real-world census data collected in China. By investigating the diffusion process of advertising information in these social networks, we can analyze and compare the performance of advertisers’ targeting and influencer strategies. Our experimental results indicate that advertisers adopting influencer strategies should manipulate the initial well-connected seeds to deliver information only to the potential customers instead of a wide range of generic users.
关键词：Keywordssocial marketinginformation diffusionagent-based propagation modelseeding strategy