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The idea of social advertising (or social promotion) is to select a group of influential individuals (a.k.a \emph{seeds}) to help promote some products or ideas through an online social networks. There are two major players in the social…

We study a natural model of coordinated social ad campaigns over a social network, based on models of Datta et al. and Aslay et al. Multiple advertisers are willing to pay the host - up to a known budget - per user exposure, whether the…

Incentivized social advertising, an emerging marketing model, provides monetization opportunities not only to the owners of the social networking platforms but also to their influential users by offering a "cut" on the advertising revenue.…

Social marketing is becoming increasingly important in contemporary business. Central to social marketing is quantifying how consumers choose between alternatives and how they influence each other. This work considers a new but simple…

We study fairness in social influence maximization, whereby one seeks to select seeds that spread a given information throughout a network, ensuring balanced outreach among different communities (e.g. demographic groups). In the literature,…

For the purpose of propagating information and ideas through a social network, a seeding strategy aims to find a small set of seed users that are able to maximize the spread of the influence, which is termed as influence maximization…

Influence maximization (IM) has garnered a lot of attention in the literature owing to applications such as viral marketing and infection containment. It aims to select a small number of seed users to adopt an item such that adoption…

Strategic diffusion encourages participants to take active roles in promoting stakeholders' agendas by rewarding successful referrals. As social media continues to transform the way people communicate, strategic diffusion has become a…

One of the main objectives of data mining is to help companies determine to which potential customers to market and how many resources to allocate to these potential customers. Most previous works on competitive influence in social networks…

We consider a brand with a given budget that wants to promote a product over multiple rounds of influencer marketing. In each round, it commissions an influencer to promote the product over a social network, and then observes the subsequent…

In a competitive marketing, there are a large number of players which produce the same product. Each firm aims to diffuse its product information widely so that it's product will become popular among potential buyers. The more popular is a…

Today, many companies take advantage of viral marketing to promote their new products, and since there are several competing companies in many markets, Competitive Influence Maximization has attracted much attention. Two categories of…

This paper studies a strategic model of marketing and product diffusion in social networks. We consider two firms offering substitutable products which can improve their market share by seeding the key individuals in the market. Consumers…

We consider the problem of maximizing the spread of influence in a social network by choosing a fixed number of initial seeds, formally referred to as the influence maximization problem. It admits a $(1-1/e)$-factor approximation algorithm…

Social Media Advertisement has emerged as an effective approach for promoting the brands of a commercial house. Hence, many of them have started using this medium to maximize the influence among the users and create a customer base. In…

In this work, we are interested on the analysis of competing marketing campaigns between an incumbent who dominates the market and a challenger who wants to enter the market. We are interested in (a) the simultaneous decision of how many…

We study the two-player safe game of Competitive Diffusion, a game-theoretic model for the diffusion of technologies or influence through a social network. In game theory, safe strategies are mixed strategies with a minimal expected gain…

Competitive interactions represent one of the driving forces behind evolution and natural selection in biological and sociological systems. For example, animals in an ecosystem may vie for food or mates; in a market economy, firms may…

In this paper, we study a strategic model of marketing and product consumption in social networks. We consider two firms in a market competing to maximize the consumption of their products. Firms have a limited budget which can be either…

In this paper, we study stochastic coupon probing problem in social networks. Assume there is a social network and a set of coupons. We can offer coupons to some users adaptively and those users who accept the offer will act as seeds and…