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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). pp. 1566-1576. ISSN 1932-8184

Gathering_point_aided_viral_marketing_in_decentralized_mobile_social_networks.pdf - Accepted Version

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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
Uncontrolled Keywords: Gathering point (GP); information diffusion; integrated contact strength (ICS); mobile social networks (MSNs); viral marketing
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Science and Health
Faculty of Science and Health > Computer Science and Electronic Engineering, School of
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 09 Nov 2018 13:53
Last Modified: 15 Jan 2022 01:24

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