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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78905


    Title: Labeled influence maximization in social networks for target marketing
    Authors: Li, Fa Hsien;Li, Cheng Te;Shan, Man-Kwan
    李法賢;林守德;沈錳坤
    Contributors: 資科系
    Keywords: Greedy method;Influence maximizations;Maximum coverage;Maximum spread;Novel algorithm;Offline;Product information;Proximity;Social networks;Target marketing;Viral marketing;Algorithms;Customer satisfaction;Profitability;Sales;Seed;Social networking (online);Social sciences computing;Economic and social effects
    Date: 2011
    Issue Date: 2015-10-08 17:48:57 (UTC+8)
    Abstract: The influence maximization problem is to find a set of seed nodes which maximize the spread of influence in a social network. The seed nodes are used for the viral marketing to gain the maximum profits through the effective word-of-mouth. However, in more real-world cases, marketers usually target certain products at particular groups of customers. While original influence maximization problem considers no product information and target customers, in this paper, we focus on the target marketing. We propose the labeled influence maximization problem, which aims to find a set of seed nodes which can trigger the maximum spread of influence on the target customers in a labeled social network. We propose three algorithms to solve such labeled influence maximization problem. We first develop the algorithms based on the greedy methods of original influence maximization by considering the target customers. Moreover, we develop a novel algorithm, Maximum Coverage, whose central idea is to offline compute the pairwise proximities of nodes in the labeled social network and online find the set of seed nodes. This allows the marketers to plan and evaluate strategies online for advertised products. The experimental results on IMDb labeled social network show our methods can achieve promising performances on both effectiveness and efficiency. © 2011 IEEE.
    Relation: Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
    Data Type: conference
    DOI link: http://dx.doi.org/10.1109/PASSAT/SocialCom.2011.152
    DOI: 10.1109/PASSAT/SocialCom.2011.152
    Appears in Collections:[Department of Computer Science ] Proceedings

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