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Research on Social Marketing Strategies with an Agent-based Propagation Model
Zeng Shuai1,2; Li Juanjuan1,2; Ni Xiaochun1,2; Yuan Yong1,2; Wang Fei-Yue1,2,3
Conference Name2017 IFAC World Congress
Conference Date2017-7
Conference PlaceToulouse, France
AbstractConsidering the increasing complexity of social networks and user behaviors, it is very challenging for advertisers to formulate their strategies of selecting proper initial seed users in their social marketing efforts. In this paper, we tackle this challenge by proposing an agent-based propagation model and injecting it into typical social networks with three types of structures, i.e., Erdős-Rényi random graph, Watt-Strogatz small world graph, and Barabási-Albert scale-free graph. We instantiate this agent-based model with demographic characteristics extracted from real-world census data collected in China. By investigating the diffusion process of advertising information in these social networks, we can analyze and compare the performance of advertisers’ targeting and influencer strategies. Our experimental results indicate that advertisers adopting influencer strategies should manipulate the initial well-connected seeds to deliver information only to the potential customers instead of a wide range of generic users.
Document Type会议论文
Corresponding AuthorYuan Yong
Affiliation1.The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
2.Qingdao Academy of Intelligent Industries
3.Research Center of Military Computational Experiments and Parallel Systems, National University of Defense Technology
Recommended Citation
GB/T 7714
Zeng Shuai,Li Juanjuan,Ni Xiaochun,et al. Research on Social Marketing Strategies with an Agent-based Propagation Model[C],2017.
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