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Structured diffusion: Amplify your voice in online social networks | IEEE Conference Publication | IEEE Xplore

Structured diffusion: Amplify your voice in online social networks


Abstract:

Marketing in a social network via structured groups outperforms spontaneous social conversations. It regulates the social interactions and thus the information pathways, ...Show More

Abstract:

Marketing in a social network via structured groups outperforms spontaneous social conversations. It regulates the social interactions and thus the information pathways, which boosts overall impact. We start with a case study of a strongly-organized advertising network in Weibo, a popular microblogging service, which demonstrates that commercials promoted by this group are averagely twice effective as normal tweets. Then we present a modeling framework to characterize this structured diffusion paradigm. An analytical model using heterogeneous mean-field approximation was thus worked out to capture transmission dynamics. The transmission probability incorporates the inflation and propagation of node influences that explains why and how the structures within a campaign affect the spreading speed, scale, and impact. As empirical evidences, our model numerically simulates four typical structure settings on a large Twitter network. It confirms quantitatively that, hierarchical grouping excels the loosely or randomly coupled ones and classical marketing heuristics.
Date of Conference: 11-14 May 2014
Date Added to IEEE Xplore: 23 October 2014
ISBN Information:
Conference Location: Aalborg, Denmark

References

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