Gathering point-aided viral marketing in decentralized mobile social networks


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

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Divisions: College of Engineering & Physical Sciences > School of Informatics and Digital Engineering > Electrical and Electronic Engineering
College of Engineering & Physical Sciences > Adaptive communications networks research group
Additional Information: © 2016 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works. Funding: National Natural Science Foundation of China (61374189); Fundamental Research Funds for the Central Universities, China (ZYGX2013J009); EU FP7 Project CLIMBER (GA-2012-318939); EPSRC Project DANCER (EP/K002643/1); and National High-Tech R&D Program (2015AA015701).
Uncontrolled Keywords: gathering point,information diffusion,integrated contact strength,mobile social networks,viral marketing
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Related URLs: http://ieeexplo ... cument/7405269/ (Publisher URL)
PURE Output Type: Article
Published Date: 2018-06-01
Published Online Date: 2016-02-11
Accepted Date: 2016-01-13
Submitted Date: 2015-08-31
Authors: Fan, Bo
Leng, Supeng
Yang, Kun
He, Jianhua (ORCID Profile 0000-0002-5738-8507)



Version: Accepted Version

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