On Modeling Product Advertisement in Large-Scale Online Social Networks
Publication in refereed journal


摘要We consider the following advertisement problem in online social networks (OSNs). Given a fixed advertisement investment, e.g., a number of free samples that can be given away to a small number of users, a company needs to determine the probability that users in the OSN will eventually purchase the product. In this paper, we model OSNs as scale-free graphs (either with or without high clustering coefficient). We employ various influence mechanisms that govern the influence spreading in such large-scale OSNs and use the local mean field (LMF) technique to analyze these online social networks wherein states of nodes can be changed by various influence mechanisms. We extend our model for advertising with multiple rating levels. Extensive simulations are carried out to validate our models, which can provide insight on designing efficient advertising strategies in online social networks.
著者Li YK, Zhao BQ, Lui JCS
期刊名稱IEEE/ACM Transactions on Networking
詳細描述 IEEE/ACM Transactions on Networking is considered a top-tier journal by the external visiting committee in the Faculty of Engineering \n\nTo O
出版社Institute of Electrical and Electronics Engineers (IEEE) / Association for Computing Machinery (ACM)
頁次1412 - 1425
關鍵詞Local mean field (LMF); online social networks (OSNs); product advertisement; viral market
Web of Science 學科類別Computer Science; Computer Science, Hardware & Architecture; COMPUTER SCIENCE, HARDWARE & ARCHITECTURE; Computer Science, Theory & Methods; COMPUTER SCIENCE, THEORY & METHODS; Engineering; Engineering, Electrical & Electronic; ENGINEERING, ELECTRICAL & ELECTRONIC; Telecommunications; TELECOMMUNICATIONS

上次更新時間 2020-27-10 於 00:14