A study of design approach of spreading schemes for viral marketing based on human dynamics

作者：Yang, Jianmei^*; Zhuang, Dong; Xie, Weicong; Chen, Guangrong

来源：Physica A: Statistical Mechanics and Its Applications , 2013, 392(24): 6494-6505.

DOI：10.1016/j.physa.2013.07.059

• Spreading scheme
• Viral marketing
• Design approach
• QQgroup
• Human dynamics
• Complex network

Before launching a real viral marketing campaign, it is needed to design a spreading scheme by simulations. Based on a categorization of spreading patterns in real world and models, we point out that the existing research (especially Yang et al. (2010) Ref. [16]) implicitly assume that if a user decides to post a received message (is activated), he/she will take the reposting action promptly (Prompt Action After Activation, or PAAA). After a careful analysis on a real dataset however, it is found that the observed time differences between action and activation exhibit a heavy-tailed distribution. A simulation model for heavy-tailed pattern is then proposed and performed. Similarities and differences of spreading processes between the heavy-tailed and PAAA patterns are analyzed. Consequently, a more practical design approach of spreading scheme for viral marketing on QQ platform is proposed. The design approach can be extended and applied to the contexts of non-heavy-tailed pattern, and viral marketing on other instant messaging platforms.

• 出版日期2013-12-15
• 单位香港城市大学; 华南理工大学