Evolving viral marketing strategies

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Evolving viral marketing strategies
One method of viral marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the entire population. However, determining how many and which consumers within a particular social network should be seeded to maximize adoption is challenging. We define a strategy space for consumer seeding by weighting a combination of network characteristics such as average path length, clustering coefficient, and degree. We measure strategy effectiveness by simulating adoption on a Bass-like agent-based model, with five different social network structures: four classic theoretical models (random, lattice, small-world, and preferential attachment) and one empirical (extracted from Twitter friendship data). To discover good seeding strategies, we have developed a new tool, called BehaviorSearch, which uses genetic algorithms to search through the parameter-space of agent-based models. This evolutionary search also provides insight into the...
Forrest Stonedahl, William Rand, Uri Wilensky
Added 19 Jul 2010
Updated 19 Jul 2010
Type Conference
Year 2010
Authors Forrest Stonedahl, William Rand, Uri Wilensky
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