Multi-criteria approach to viral marketing campaign planning in social networks, based on real networks, network samples and synthetic networks

Abstract

Spreading of information within social media and techniques related to viral marketing take more and more attention from companies focused on targeting audiences within electronic systems. Recent years resulted in extensive research centered around spreading models, selection of initial nodes within networks and identification of campaign characteristics affecting the assumed goals. While social networks are usually based on complex structures and high number of users, the ability to perform detailed analysis of mechanics behind the spreading processes is very limited. The presented study shows an approach for selection of campaign parameters with the use of network samples and theoretical models. Instead of processing simulations on large network, smaller samples and theoretical networks are used. Results showed that knowledge derived from relatively smaller structures is helpful for initialization of spreading processes within the target network of larger size. Apart from agent based modeling, multi-criteria methods were used for evaluation of results from the perspective of costs and performance.

Similarity based TOPSIS with linguistic-quantifier based aggregation using OWA

“…T HE name TOPSIS is shortening from the Technique for Order Preference by Similarity to Ideal Solution. This tool belongs to multi-criteria decision making methods which are of increasing importance [1], [2]. TOPSIS is based on the idea of forming two ideal solutions (best possible case called the (positive) ideal solution and denoted PIS and worst possible case called the negative ideal solution and denoted NIS), both relative to the set of available alternatives, and comparing the current alternative to these two.…”

Effectual Seed Pick Framework Focusing on Maximizing Influence in Social Networks

“…Robles et al[60] used multiobjective optimization algorithms to increase income while minimizing expenditures in viral marketing efforts. Karczmarczyk et al[61] used the PRO-METHEE II method to assess the effectiveness of social network viral marketing initiatives and provide campaign planners with information.Figure 4: Frequency of user_name tweeting about corona.…”