2013 TheBangfortheBuckFairCompetitiv

• (Lu et al., 2013) ⇒ Wei Lu, Francesco Bonchi, Amit Goyal, and Laks V.S. Lakshmanan. (2013). “The Bang for the Buck: Fair Competitive Viral Marketing from the Host Perspective.” In: Proceedings of the 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. ISBN:978-1-4503-2174-7 doi:10.1145/2487575.2487649

Subject Headings:

Cited By

• http://scholar.google.com/scholar?q=%222013%22+The+Bang+for+the+Buck%3A+Fair+Competitive+Viral+Marketing+from+the+Host+Perspective
• http://dl.acm.org/citation.cfm?id=2487575.2487649&preflayout=flat#citedby

Quotes

Author Keywords

• Data mining; influence propagation; social networks; viral marketing

Abstract

The key algorithmic problem in viral marketing is to identify a set of influential users (called seeds) in a social network, who, when convinced to adopt a product, shall influence other users in the network, leading to a large number of adoptions. When two or more players compete with similar products on the same network we talk about competitive viral marketing, which so far has been studied exclusively from the perspective of one of the competing players.

In this paper we propose and study the novel problem of competitive viral marketing from the perspective of the host, i.e., the owner of the social network platform. The host sells viral marketing campaigns as a service to its customers, keeping control of the selection of seeds. Each company specifies its budget and the host allocates the seeds accordingly. From the host's perspective, it is important not only to choose the seeds to maximize the collective expected spread, but also to assign seeds to companies so that it guarantees the " bang for the buck " for all companies is nearly identical, which we formalize as the fair seed allocation problem.

We propose a new propagation model capturing the competitive nature of viral marketing. Our model is intuitive and retains the desired properties of monotonicity and submodularity. We show that the fair seed allocation problem is NP-hard, and develop an efficient algorithm called Needy Greedy. We run experiments on three real-world social networks, showing that our algorithm is effective and scalable.

References

;

	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2013 TheBangfortheBuckFairCompetitiv	Francesco Bonchi Amit Goyal Laks V.S. Lakshmanan Wei Lu			The Bang for the Buck: Fair Competitive Viral Marketing from the Host Perspective				10.1145/2487575.2487649		2013