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Viral campaigns on the Internet may follow variety of models, depending on the content, incentives, personal attitudes of sender and recipient to the content and other factors. Due to the fact that the knowledge of the campaign specifics is…
By now, Internet word-of-mouth marketing has established its importance for almost every kind of products. When word-of-mouth spread of a marketing campaign goes viral, the success of its strategy has been proved to be path-breaking for the…
In traditional models for word-of-mouth recommendations and viral marketing, the objective function has generally been based on reaching as many people as possible. However, a number of studies have shown that the indiscriminate spread of a…
Viral marketing takes advantage of preexisting social networks among customers to achieve large changes in behaviour. Models of influence spread have been studied in a number of domains, including the effect of "word of mouth" in the…
Information diffusion and influence maximization are important and extensively studied problems in social networks. Various models and algorithms have been proposed in the literature in the context of the influence maximization problem. A…
We consider the problem of devising incentive strategies for viral marketing of a product. In particular, we assume that the seller can influence penetration of the product by offering two incentive programs: a) direct incentives to…
Viral marketing is different from other marketing strategies since it leverages the influence power in intimate relationship, e.g., close friends, family members, couples. Due to the development and popularity of social networking services,…
Campaigners, advertisers and activists are increasingly turning to social recommendation mechanisms, provided by social media, for promoting their products, services, brands and even ideas. However, many times, such social network based…
We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which…
Diffusion of information and viral content, social contagion and influence are still topics of broad evaluation. We have studied the information epidemic in a social networking platform in order compare different campaign setups. The goal…
The ever-increasing amount of information flowing through Social Media forces the members of these networks to compete for attention and influence by relying on other people to spread their message. A large study of information propagation…
The Viral Marketing is a relatively new form of marketing that exploits social networks to promote a brand, a product, etc. The idea behind it is to find a set of influencers on the network that can trigger a large cascade of propagation…
While there is ample evidence that social and communication networks play a key role during the spread of new ideas, products, or services, network effects are expected to have diminished influence in the stationary state, when all users…
This paper aims to shed some light on the concept of virality - especially in social networks - and to provide new insights on its structure. We argue that: (a) virality is a phenomenon strictly connected to the nature of the content being…
The success of a vaccination program is crucially dependent on its adoption by a critical fraction of the population, as the resulting herd immunity prevents future outbreaks of an epidemic. However, the effectiveness of a campaign can…
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 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…
Online social networks provide a medium for citizens to form opinions on different societal issues, and a forum for public discussion. They also expose users to viral content, such as breaking news articles. In this paper, we study the…
Social media has been a paramount arena for election campaigns for political actors. While many studies have been paying attention to the political campaigns related to partisanship, politicians also can conduct different campaigns…
Predicting when an individual will adopt a new behavior is an important problem in application domains such as marketing and public health. This paper examines the perfor- mance of a wide variety of social network based measurements…