Abstract
The objective of viral marketing is to utilize existing social interactions between customers for world-of-mouth advertising of products. In order to design effective marketing strategies, one needs to understand how influence is propagated across such social networks. Here we study a simple influence propagation process in a network composed of two loosely coupled communities. We find that for a certain range of network parameters, the dynamics of the influence propagation is characterized by a doubly-critical behavior. Our results also suggest that the presence of the community structure, or network modularity, might have important implications for choosing appropriate marketing strategies.
Original language | English (US) |
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Pages | 21-23 |
Number of pages | 3 |
State | Published - 2008 |
Externally published | Yes |
Event | 2008 AAAI Spring Symposium - Stanford, CA, United States Duration: Mar 26 2008 → Mar 28 2008 |
Other
Other | 2008 AAAI Spring Symposium |
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Country/Territory | United States |
City | Stanford, CA |
Period | 3/26/08 → 3/28/08 |
ASJC Scopus subject areas
- Artificial Intelligence