Toward Information Diffusion Model for Viral Marketing in Business

Abstract

Abstract-Current obstacles in the study of social media marketing include dealing with massive data and real-time updates have motivated to contribute solutions that can be adopted for viral marketing. Since information diffusion and social networks are the core of viral marketing, this article aims to investigate the constellation of diffusion methods for viral marketing. Studies on diffusion methods for viral marketing have applied different computational methods, but a systematic investigation of these methods has limited. Most of the literature have focused on achieving objectives such as influence maximization or community detection. Therefore, this article aims to conduct an in-depth review of works related to diffusion for viral marketing. Viral marketing has applied to business-to-consumer transactions but has seen limited adoption in business-to-business transactions. The literature review reveals a lack of new diffusion methods, especially in dynamic and large-scale networks. It also offers insights into applying various mining methods for viral marketing. It discusses some of the challenges, limitations, and future research directions of information diffusion for viral marketing. The article also introduces a viral marketing information diffusion model. The proposed model attempts to solve the dynamicity and large-scale data of social networks by adopting incremental clustering and a stochastic differential equation for business-to-business transactions.

Modeling and maximizing influence diffusion in social networks for viral marketing

“…There are a large number of studies in the literature addressing influence diffusion and viral marketing. Detailed surveys can be found in ( Chen et al 2013 ; Kempe et al 2015 ; AlSumaidan and Ykhlef 2016 ). Here we focus on several representative models and algorithms most relevant to our work.…”

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

“…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.…”

Influence Maximization Towards Target Users on Social Networks for Information Diffusion

“…Due to the ubiquity and pervasiveness of social networks, they are now used by a large number of users as platforms for collaboration, innovation and sharing user related contents, which makes them an essential source of data for socialrelated research [1]. It affords extensive information dissemination effortlessly, which makes it an ideal arena for information diffusion in viral marketing [2].…”