Evidential positive opinion influence measures for viral marketing
This work addresses viral marketing optimization for businesses by modeling opinion dynamics in social networks, though it appears incremental in extending existing influence maximization approaches.
The paper tackles the problem of identifying influencers for viral marketing by introducing an evidential opinion-based influence maximization model that addresses three real-world opinion scenarios, proposing six influence measures and demonstrating performance through experiments on generated and Twitter datasets.
The Viral Marketing is a relatively new form of marketing that exploits social networks to promote a brand, a product, etc. The idea behind it is to find a set of influencers on the network that can trigger a large cascade of propagation and adoptions. In this paper, we will introduce an evidential opinion-based influence maximization model for viral marketing. Besides, our approach tackles three opinions based scenarios for viral marketing in the real world. The first scenario concerns influencers who have a positive opinion about the product. The second scenario deals with influencers who have a positive opinion about the product and produce effects on users who also have a positive opinion. The third scenario involves influence users who have a positive opinion about the product and produce effects on the negative opinion of other users concerning the product in question. Next, we proposed six influence measures, two for each scenario. We also use an influence maximization model that the set of detected influencers for each scenario. Finally, we show the performance of the proposed model with each influence measure through some experiments conducted on a generated dataset and a real world dataset collected from Twitter.