Research Repository

Gathering Point-Aided Viral Marketing in Decentralized Mobile Social Networks

Fan, Bo and Leng, Supeng and Yang, Kun and He, Jianhua (2018) 'Gathering Point-Aided Viral Marketing in Decentralized Mobile Social Networks.' IEEE Systems Journal, 12 (2). 1566 - 1576. ISSN 1932-8184

[img]
Preview
Text
Gathering_point_aided_viral_marketing_in_decentralized_mobile_social_networks.pdf - Accepted Version

Download (1MB) | Preview

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 gathering point-aided mobile viral marketing (GP-MVM) scheme, which contains two major components, i.e., seed selection and information diffusion. 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., ratio seeding and threshold seeding, while, for information diffusion, we propose the 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.

Item Type: Article
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Science and Health > Computer Science and Electronic Engineering, School of
Depositing User: Elements
Date Deposited: 09 Nov 2018 13:53
Last Modified: 06 Feb 2020 00:15
URI: http://repository.essex.ac.uk/id/eprint/23441

Actions (login required)

View Item View Item