Revenue maximization for telecommunications company with social viral marketing

Shuai, Hong-Han; Shen, Chih-Ya; Hsu, Hsiang-Chun; Yang, De-Nian; Chou, Chung‐Kuang; Lin, Jihg-Hong; Chen, Ming-Syan

doi:10.1109/bigdata.2015.7363886

Cited by 5 publications

(4 citation statements)

References 8 publications

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“…Scholars have carried out a lot of research and exploration on the theory and application of viral marketing, such as the implementation of the framework construction, model design and algorithm optimization [21][22][23], the spread mechanism of viral information [24][25][26], the social activities based on the network platform [27][28][29], and the simulation experiments [30,31]. Successful viral marketing research cases have greatly expanded the application scenarios in this field.…”

Section: Viral Marketing Modelingmentioning

confidence: 99%

“…Companies and even public institutions have focused more on this effective marketing mode, such as telecom companies, insurance companies, the medical industry, the food industry, the automobile industry, libraries, etc. [23,[32][33][34][35]. Back to the research on viral marketing modeling, the mechanism of virus diffusion [25], the transmission mode of virus marketing in the complex network environment [30], and the new transmission framework [36] using incremental clustering have been proposed in recent years.…”

Section: Viral Marketing Modelingmentioning

confidence: 99%

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The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

Liao

Zhang

2020

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The negative impact of brand negative online word-of-mouth (OWOM) on social images in social media is far greater than the promotion of positive OWOM. Thus, how to optimize brand image by improving the positive OWOM effect and slowing the negative OWOM communication has turned into an urgent problem for brand enterprises. On this basis, we analyze the evolution process of the OWOM communication group of the social media brand network based on the SOR (stimulus-organism-response) theory of psychology. Through constructing the heterogeneous brand OWOM communication dynamic model and conducting the multi-agent-based simulation experiment, the dynamic visualization of brand OWOM communication effect combined the thinking model of viral marketing is realized. Experiments show that the ability of brand communicators to persuade has a direct impact on the persistence and breadth of brand communication. When the acceptance of the consumer market is high, the negative OWOM of the brand has a relatively huge impact on consumers.

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Section: Viral Marketing Modelingmentioning

confidence: 99%

Section: Viral Marketing Modelingmentioning

confidence: 99%

The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

Liao

Zhang

2020

Information

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“…As well as traditional marketing strategies, it is important to understand one or some target customer segments as part of social marketing. Just on these users major marketing efforts are concentrated through personalized recommendations, viral marketing, etc. The application scenario of the proposed research work is the addressing of some social media marketing questions measuring the potential traction of the tweets posted by the brand by means of a time‐aware recommender system.…”

Section: Related Workmentioning

confidence: 99%

Social media marketing through time‐aware collaborative filtering

Maio

Fenza

Gallo

et al. 2017

Concurrency and Computation

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SummarySocial media is assuming a crucial role in purchasing decisions, and most companies are using social media for marketing. Making sense of the unstructured information content shared by users along the time is an emerging challenge. We advise that the dynamic nature with which trends and user's interests evolve along the timeline requires the revising of well-assessed methods to address, for instance, recommendation provisioning, information retrieval, and so on. ie, Twitter. 6 In particular, we advise that time awareness is crucial to more effectively estimate user's interests, and thus, to better address social media marketing improving "vanity metrics" of likes and shares that in social marketing remain the most commonly used measures for evaluating success on social media attempting to increase traction, for instance, posting the right message at the right time.Problem. Let us consider a timestamped tweet stream = {tw 1 , … , tw n } in the time window starting at time t s and ending at time t e , and let us suppose topics corresponding to the content of each

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“…The role of the receiver (customer) is very crucial in this domain since her negative experience with a particular company or brand formulates a significant risk, which should be avoided [8]. Consequently, how to maximize the sales of a business company by using different advertising tools and selecting positive users for advertisements is a critical problem and considered a challenge for marketers [9].…”

Section: Introductionmentioning

confidence: 99%

An Effective Model of Viral Marketing for e-Commerce Enterprises: An Empirical Study

Al-Dwairi,

Alawneh

2024

HighTech. Innov. J.

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Despite the widespread significance of digital marketing in disseminating information about products and services across a vast customer base via diverse networks, a noteworthy proportion of businesses still struggle to comprehend the crucial factors underpinning the success of viral campaigns. This study aims not only to bridge this knowledge gap but also to introduce an innovative framework that underscores various factors that amplify the potency of social networks and emphasizes an often-overlooked element in customer engagement: the psychological state of customers. Empirical validation of the framework was conducted using a sample of 135 respondents, which was analyzed using the structured equation modeling technique. The study's findings show that the strength of social connections (strong ties) and the psychological disposition of customers significantly shape the generation and viral dissemination of marketing content across diverse networks. The importance of this research lies in its potential application by commercial companies for conducting promotional and marketing campaigns. By leveraging the proposed model, businesses can effectively promote their products and services, thus achieving their strategic objectives and gaining a competitive advantage in an environment characterized by intense competition and constant change. Doi: 10.28991/HIJ-2024-05-01-011 Full Text: PDF

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Revenue maximization for telecommunications company with social viral marketing

Cited by 5 publications

References 8 publications

The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

Social media marketing through time‐aware collaborative filtering

An Effective Model of Viral Marketing for e-Commerce Enterprises: An Empirical Study

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