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Human communication has been profoundly changed by social media, which allows users to engage in previously unheard-of ways, such as text-based conversations, video chats, and live streaming. The digital landscape has started to change in…
Social goods are goods that grant value not only to their owners but also to the owners' surroundings, be it their families, friends or office mates. The benefit a non-owner derives from the good is affected by many factors, including the…
Existing recommendation algorithms mostly focus on optimizing traditional recommendation measures, such as the accuracy of rating prediction in terms of RMSE or the quality of top-$k$ recommendation lists in terms of precision, recall, MAP,…
The study of virality and information diffusion online is a topic gaining traction rapidly in the computational social sciences. Computer vision and social network analysis research have also focused on understanding the impact of content…
Influence Maximization (IM) seeks to identify a small set of seed nodes in a social network to maximize expected information spread under a diffusion model. While community-based approaches improve scalability by exploiting modular…
The World Wide Web is a popular and interactive medium to distribute information in this scenario. The web is huge, diverse, ever changing, widely disseminated global information service center. We are familiar with terms like e-commerce,…
Given a social network represented by a graph $G$, we consider the problem of finding a bounded cardinality set of nodes $S$ with the property that the influence spreading from $S$ in $G$ is as large as possible. The dynamics that govern…
The social web has linked people on a global scale, transforming how we communicate and interact. The massive interconnectedness has created new vulnerabilities in the form of social manipulation and misinformation. As the social web…
When a new product enters a market already dominated by an existing product, will it survive along with this dominant product? Most of the existing works have shown the coexistence of two competing products spreading/being adopted on…
Targeted marketing policies target different customers with different marketing actions. While most research has focused on training targeting policies without managerial constraints, in practice, many firms face managerial constraints when…
An article about the transformation of the theory and practice of marketing in terms of e-commerce and network economy. The author considers Internet Marketing as an independent marketing communication in a virtual environment. The main…
In the context of modern marketing, Twitter is considered a communication platform to spread information. Many companies create and acquire several Twitter accounts to support and perform varieties of marketing mix activities. Initially,…
Sustainability initiatives are set to benefit greatly from the growing involvement of venture capital, in the same way that other technological endeavours have been enabled and accelerated in the post-war period. With the spoils…
Content marketing is todays one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and…
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…
The article is about transformation of the theory and practice of marketing in the conditions of e-commerce and network economy. The author considers Internet-marketing as an independent kind of marketing in the virtual communicative…
The dynamics of information dissemination in social networks is of paramount importance in processes such as rumors or fads propagation, spread of product innovations or "word-of-mouth" communications. Due to the difficulty in tracking a…
We design profit-maximizing mechanisms to sell an excludable and non-rival good with positive and/or negative network effects. Buyers have heterogeneous private values that depend on how many others also consume the good. In optimum, an…
An increasing fraction of today social interactions occur using online social media as communication channels. Recent worldwide events, such as social movements in Spain or revolts in the Middle East, highlight their capacity to boost…
This thesis can be categorized under the Influencer Marketing industry with respect to social media initiatives. Influencer marketing is a modern tactic used by brands to enhance their visibility to their target audience by using the…