Research on Viral Marketing Propagating Oriented to Marketing Context

Viral marketing exploits social networks to market new product, where users are encouraged to recommend products to their friends. Propagating model is base of other researches on viral marketing, which describes how marketing information is propagated from seed users to other users. In this paper, it is found that currently widely used Independent Cascade (IC) model is not adapted to marketing context where a user will accept recommendation only when the recommendation come from a lot of his friends. Based on the finding, k-order propagating model oriented to marketing context is proposed. Two specific k-order propagating are studied, respectively General_KP and Binary_KP. Using Twitter, Friendster and Random dataset, there 384 experiments are made to show propagating results based on proposed models. The results shows that influence order k is has important influence on propagating process, which illustrate that k-order propagating model is important for viral marketing

PREDICTING VIRAL MARKETING PROPAGATING EFFICIENCY WITHIN GIVEN DEADLINE

As a new developed marketing strategy in recent years, viral marketing attracts great attention from scholars and enterprises. Many enterprises try to adopt it for marking new product in order to greatly improve large sales and to quickly recoup the cost. But how marketing efficiency is actually? How fast marketing propagating speed is on earth? Especially for a given deadline, can the enterprise predict the sales when viral marketing is used? In this paper, a predicting method based on deadline graph is proposed to evaluate the viral marketing efficiency within given deadline. Specifically, two methods are first proposed to generate deadline graph, respectively Shortest-Distance methods and Time-Iteration method, based on which, a Reverse Tree method is exploited to predict the activated (buying) probability of the users. A lot of experiments are made to test our proposed method by using three datasets, respectively Twitter, Friendster and Random. The experiment results clearly show that deadline graph is a very key and necessary technique for evaluating viral marketing propagating efficiency within given deadline since overwhelming advantages over traditional method are gained by the method based on deadline graph in our experiment

Creating, Metavoicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can benefit from a computational approach, identify the opportunities and challenges, and propose questions for future research. We also discuss the practical implications of applying computational methods to study users and user-generated content for advertisers

Talking to the Empowered Consumer Dealing with the Shift of Power

The concept of the empowered consumer cannot be considered as a field of exact scientific research yet. Nevertheless, it has become part of scholars’ interest and gains more and more importance in the research of organisational relationships with customers. It is suggested that two influencing criteria are especially at the forefront: The emergence of the Internet, which effected that barriers to collect and to disseminate information across boundaries were decisively reduced. As a consequence consumers could organise globally and collect and exchange information and experiences about organisations and their products. Furthermore, flexible interactivity between companies and consumers, but particularly from consumers to consumers enable direct interaction changing many previously established rules of doing business. Due to these new opportunities new business models developed and the proposition is that intangible values such as reputation gained even more importance and influence tangible outcomes. Suggestions are that 1.), this concept links communication, corporate behaviour and legitimacy of activities influencing reputation as a driver of value. 2.), reputation as a corporate asset can be managed but it is beyond the pure control of an organisation. 3.), reputation is part of public perception, which an organisation has to build, maintain and expand depending on communicative abilities and willingness to accept consumers as a centre of power. The following discussion will present Grunig et al.’s communication model explaining changed organisational challenges. It is put forward as a framework for marketing for times in which online opportunities added to the earlier b2b and b2c models c2c and P2P considerations and architectures. The annual studies of the market research institute puls undertaking regular representative research among German consumers since November 2005 will present evidence for the relationship of improved prices, which may be achieved, and the perception a firm possesses. This paper deals mostly with German examples and data, but the hypothesis is that a) the general situation in other Western countries is alike, but needs b) specific additional research, since cultural differences are expected to have a considerable influence, especially when criteria such as individualist and collectivist organisation of society and high and low context communication styles are involved. Hence, the results of the same study in different countries are therefore expected to present some variation. Additionally, the Cluetrain Manifesto challenges corporate behaviour of those companies still believing to have the ability to control information disseminated by and written about it. Examples provided will support the hypothesis that powerful consumers may have significant impact on organisational behaviour, decision-making and outcomes. Keywords: Empowered Consumer Concept, Symmetric Two-way communication, Reputation, c2c, P2

Containment of RumorsunderLimitCost Budget in Social Network

With widely usingof computer and mobile devices available, people share information more frequently on the online social network (OSN) than before, so information spread faster and wider, especially misinformation andrumors. Rumors on the OSN often make E-commerce companiessuffermuch financial losses.Once there is a rumor, the companies always try to control the rumor propagating so that they suffer the least loss by using a certain budget. In this paper,an effective method on information blocking maximization with cost budget (CIBM) is proposed to solve rumor containment problem with cost budget in e-commerce environment. First, CIBM is proved as NP-hardproblem withthe characteristic of sub-modular and monotone.Then a community dividing algorithm based community structure is presented to optimize containment of the rumors. To verify our proposed method, a lot of experiments are conducted on real dataset and random generated datasets. And the experiment results show that our algorithm has advantage over traditional methods

Crossing the #BikiniBridge: Exploring the Role of Social Media in Propagating Body Image Trends

A book chapter written by Jenna Drenten and Lauren Gurrieri for The Dark Side of Social Media: A Consumer Psychology Perspective (2017)

Role of Social Media Marketing in Building CauseOriented Campaigns

This study investigates the intricate interplay between social media marketing strategies and the success of cause-oriented campaigns. Focusing on the Lebanese context, the research examines how Audience Engagement, Content Strategy, and Influencer Collaboration impact the effectiveness of cause-oriented programs. A quantitative approach is employed, with data collected through an online survey distributed to over 100 respondents in Lebanon. The analysis employs regression analysis to explore the relationships between the predictors and the outcome variable. The findings underscore the pivotal role of Audience Engagement, well-crafted Content Strategies, and strategic collaboration with Influencers in driving the success of cause-oriented campaigns. While shedding light on these critical factors, the study also reveals the limitations and challenges associated withimplementing such campaigns in the Lebanese context. The insights from this research contribute to a deeper understanding of the dynamics involved in leveraging social media marketing for causeoriented initiatives, offering practical recommendations for practitioners in the field.info:eu-repo/semantics/publishedVersio

Bridging the Innovation Divide: An Agenda for Disseminating Technology Innovations within the Nonprofit Sector

Examines technology practices -- such as neighborhood information systems, electronic advocacy, Internet-based micro enterprise support, and digital inclusion initiatives -- that strengthen the capacity of nonprofits and community organizations