Analysis Of Viral Advertisement Re-Posting Activity In Social Media

Keywords

Influence maximization; Information cascades; Reposts; Social media; Viral advertisements

Abstract

More and more businesses use social media to advertise their services. Such businesses typically maintain online social network accounts and regularly update their pages with advertisement messages describing new products and promotions. One recent trend in such businesses’ activity is to offer incentives to individual users for re-posting the advertisement messages to their own profiles, thus making it visible to more and more users. A common type of an incentive puts all the re-posting users into a random draw for a valuable gift. Understanding the dynamics of user engagement into the re-posting activity can shed light on social influence mechanisms and help determine the optimal incentive value to achieve a large viral cascade of advertisement. We have collected approximately 1800 advertisement messages from social media site VK.com and all the subsequent reposts of those messages, together with all the immediate friends of the reposting users. In addition to that, approximately 150000 non-advertisement messages with their reposts were collected, amounting to approximately 6.5 M of reposts in total. This paper presents the results of the analysis based on these data. We then discuss the problem of maximizing a repost cascade size under a given budget.

Publication Date

1-1-2016

Publication Title

Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

Volume

9795

Number of Pages

123-134

Document Type

Article; Proceedings Paper

Personal Identifier

scopus

DOI Link

https://doi.org/10.1007/978-3-319-42345-6_11

Socpus ID

84978794673 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84978794673

This document is currently not available here.

Share

COinS