Influence Maximization in Social Networks: A Survey

Online social networks have become an important platform for people to communicate, share knowledge and disseminate information. Given the widespread usage of social media, individuals' ideas, preferences and behavior are often influenced by their peers or friends in the social networks that they participate in. Since the last decade, influence maximization (IM) problem has been extensively adopted to model the diffusion of innovations and ideas. The purpose of IM is to select a set of k seed nodes who can influence the most individuals in the network. In this survey, we present a systematical study over the researches and future directions with respect to IM problem. We review the information diffusion models and analyze a variety of algorithms for the classic IM algorithms. We propose a taxonomy for potential readers to understand the key techniques and challenges. We also organize the milestone works in time order such that the readers of this survey can experience the research roadmap in this field. Moreover, we also categorize other application-oriented IM studies and correspondingly study each of them. What's more, we list a series of open questions as the future directions for IM-related researches, where a potential reader of this survey can easily observe what should be done next in this field

Why Pass On Fashion Viral Message? The Moderating Role of Consumers’ Fashion Traits, Message Traits and Individual Dynamics Traits in Social Media

Social media is being used as platforms for viral marketing. Although there is some evidence on the usefulness of viral marketing from the marketers’ perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. As the social media platform continues to grow, understanding the characteristics and motivations of key players is invaluable for marketers and communicators who deal with message strategy and media outreach. Fashion companies have noticed this change and want to be present in the social media in different ways. This research represents a comprehensive attempt to examine the factors that impact on consumer usage of social media and their behavioral intentions to forward fashion viral messages by developing an attitudinal model that integrated uses and gratification theory and elaboration likelihood model; proposing that the relationship is moderated by individual dynamic traits, message traits and consumer fashion traits. Empirical data was collected from a convenience sample of 381 college students in two southeastern universities via an online survey. Validity and reliability of research scales were assessed. Hypothesized relationships and moderating effects were tested using two-step structural equation modeling approach. Within the general model the findings show that individuals will forward a fashion viral message if they have stronger favorable utilitarian and value-expressive attitudes towards the message. Motivations did not significantly impact attitudes of the consumer with an exception of the dimension of interpersonal utility that impacts individual’s value expressive attitude. The results of moderating variables indicate that message traits (functional and experiential oriented) impact consumers’ utilitarian and value-expressive attitudes. In relation to consumer fashion traits, there was no significant difference among consumers with high or low fashion leadership and those with high or low fashion involvement. Individual dynamics traits (viral dynamics and structural social capital) showed some moderating effects on the relationships between motivations and attitudes toward a social media marketing message. The results add to existing literature related to viral marketing and validate the claim that viral marketing can be used for marketing purposes resulting in increased business for firms. Theoretical and practical implications were provided based on research findings

The influence of digital customer network strategy on hotel business

Dissertação de mestradoThe digital age evolution is transforming and influencing the hotel industry in various ways. The hotel industry is one of the sectors where present-day customer satisfaction impacts future business positively or negatively. In the digital age, customer feedback and reviews have moved to digital platforms leading to the formation of customer networks. Digital customer networks influence consumer perceptions, attitudes, and decisions to purchase. However, these digital customer networks are applicable as strategies to improve sales, reduce costs, and build loyal relationships with customers by maximizing access, engaging the customers, connecting, and collaborating with them. The present research slicked to assess the influence of digital customer network strategy on hotel business. For this purpose, it has been conducted an exploratory study, through interviews, in July 2020 and near five General Manager of five different hotels based in Portugal. The study shows that nowadays the digital is effectively transforming the way stakeholders do business, innovate, work and cooperate. It also adds that in future this influence will be higher, which demands an accurate attention from the management and an incorporation of digital on hotel strategies.A evolução da era digital está a transformar e a influenciar, de várias maneiras, a indústria hoteleira, que é um dos setores onde a satisfação do cliente atual impacta os negócios futuros de forma positiva ou negativa. Na era digital, o feedback e as avaliações dos clientes migraram para plataformas digitais, originando a formação de redes de clientes. E estas redes digitais de clientes influenciam as perceções, atitudes e decisões de compra do consumidor. No entanto, essas redes digitais de clientes são aplicáveis como estratégias para melhorar as vendas, reduzir custos e construir relacionamentos de fidelização com os clientes, maximizando o acesso, envolvendo os clientes, conectando-se e colaborando com eles. A presente Tese procurou avaliar a influência da estratégia de rede digital de clientes na Hotelaria. Para o efeito, foi realizado um estudo exploratório, através de entrevistas, em julho de 2020 e junto de cinco Diretores Gerais, de cinco diferentes hotéis, sediados em Portugal. O estudo mostra que hoje o digital está efetivamente a transformar o modo como os stakeholders fazem negócios, inovam, trabalham e cooperam. Acrescenta, ainda, que no futuro esta influência será maior, o que exige uma atenção apurada da gestão e uma incorporação do digital nas estratégias hoteleiras