Channel Optimization of Marketing Based on Users’ Social Network Information

Abstract

Marketing in the social network environment integrates current advanced internet and information technologies. This marketing method not only broadens marketing channels and builds a network communication platform but also meets the purchase needs of customers in the entire market and shortens customer purchases. The process is also an inevitable product of the development of the times. However, when companies use social networks for product marketing, they usually face the impact of multiple realistic factors. This article takes the maximization of influence as the main idea to find seed users for product information dissemination and also considers the users’ interest preferences. The target users can influence the product, and the company should control marketing costs to obtain a larger marginal benefit. Based on this, this paper considers factors such as the scale of information diffusion, user interest preferences, and corporate budgets, takes the influence maximization model as a multiobjective optimization problem, and proposes a multiobjective maximization of influence (MOIM) model. To solve the NP-hard problem of maximizing influence, this paper uses Monte Carlo sampling to calculate high-influence users. Next, a seed user selection algorithm based on NSGA-II is proposed to optimize the above three objective functions and find the optimal solution. We use real social network data to verify the performance of models and methods. Experiments show that the proposed model can generate appropriate seed sets and can meet different purposes of information dissemination. Sensitivity analysis proves that our model is robust under different actual conditions.

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“…Several studies have used various mathematical methods. So, in the extensive work (Chaolin, 2020), Internet marketing in social networks based on modern information technologies is considered in detail. The need to control marketing expenses and consider the factors of the scale of information dissemination, user preferences, and advertising budget are emphasized.…”

Classification and Retrieval of Commodity Images Oriented to Internet Marketing

“…Internet marketing is network marketing based on the Internet [1][2][3][4][5][6], which is a new marketing method to find the channels of network marketing and to achieve marketing objectives by means of computer information technology and the interaction between computer terminal, client-side and server-side [7][8][9][10][11][12][13]. To give full play to the creativity and initiative of marketing personnel, Internet marketing website is designed to transmit a variety of media information such as texts, sounds and images, compatible with various forms of information exchange for commodity trading on the Internet [14][15][16][17][18][19][20][21][22][23][24].…”