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Mixture Seeding for Sustainable Information Spreading in Complex Networks

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Intelligent Information and Database Systems (ACIIDS 2017)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 10191))

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Abstract

A high intensity of online advertising often elicits a negative response from web users. Marketing companies are looking for more sustainable solutions, especially in the area of visual advertising. However, the research efforts related to information spreading processes and viral marketing are focused mainly on the maximization of coverage. This paper presents a sustainable seed selection solution based on mixtures of seeds with different characteristics. The proposed solution makes it possible for the information spreading processes to reach more diverse audiences. Mixture seeding avoids overrepresentation of nodes with similar characteristics, and thus decreases campaign intensity while maintaining acceptable coverage.

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Acknowledgements

This work was partially supported by the Polish National Science Centre, grant no. 2016/21/B/HS4/01562.

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Authors and Affiliations

  1. West Pomeranian University of Technology, ul. Żołnierska 49, 71-210, Szczecin, Poland

    Jarosław Jankowski

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  1. Jarosław Jankowski
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Correspondence to Jarosław Jankowski .

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Editors and Affiliations

  1. Wrocław University of Science and Technology , Wroclaw, Poland

    Ngoc Thanh Nguyen

  2. Japan Advanced Institute of Science and Technology , Nomi, Japan

    Satoshi Tojo

  3. Japan Advanced Institute of Science and Technology , Nomi, Japan

    Le Minh Nguyen

  4. Wrocław University of Science and Technology , Wrocław, Poland

    Bogdan Trawiński

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Jankowski, J. (2017). Mixture Seeding for Sustainable Information Spreading in Complex Networks. In: Nguyen, N., Tojo, S., Nguyen, L., Trawiński, B. (eds) Intelligent Information and Database Systems. ACIIDS 2017. Lecture Notes in Computer Science(), vol 10191. Springer, Cham. https://doi.org/10.1007/978-3-319-54472-4_19

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  • DOI: https://doi.org/10.1007/978-3-319-54472-4_19

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-54471-7

  • Online ISBN: 978-3-319-54472-4

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