Gathering point-aided viral marketing in decentralized mobile social networks

Bo Fan, Supeng Leng, Kun Yang, Jianhua He

Research output: Contribution to journalArticle

Abstract

Viral marketing is a technique that spreads advertisement information through social networks. Recently, viral marketing through online social networks has achieved huge commercial success. However, there are still very little research reported on viral marketing in decentralized mobile social networks (MSNs). Comparing with online viral marketing, viral marketing in decentralized MSNs faces many challenges, such as unreliable information diffusion and limited network knowledge. To address these problems, we propose the \textit{gathering point-aided mobile viral marketing (GP-MVM)} scheme, which contains two major components, i.e., \textit{seed selection} and \textit{information diffusion}. \textit{Seed selection} is responsible to select a set of seed nodes from which information diffusion begins. Based on a new metric called integrated contact strength (ICS), we propose two distributed seed selection schemes, i.e., \textit{ratio seeding} and \textit{threshold seeding}, while, for information diffusion, we propose the \textit{GP-aided diffusion} algorithm, which utilizes user GPs to promote information propagation. Continuous-time Markov chain-based analytical model shows that GP-MVM has a good scalability. Simulations indicate that GP-MVM outperforms two state-of-the-art information diffusion methods designed for MSNs, in terms of both diffusion proportion and diffusion speed.
Original languageEnglish
JournalIEEE Systems Journal
VolumeIn press
Early online date11 Feb 2016
DOIs
Publication statusE-pub ahead of print - 11 Feb 2016

Bibliographical note

© 2016 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.

Funding: National Natural Science Foundation of China (61374189); Fundamental Research Funds for the Central Universities, China (ZYGX2013J009); EU FP7 Project CLIMBER (GA-2012-318939); EPSRC Project DANCER (EP/K002643/1); and National High-Tech R&D Program (2015AA015701).

Keywords

  • gathering point
  • information diffusion
  • integrated contact strength
  • mobile social networks
  • viral marketing

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