Information diffusion in two overlapping networks model

People's opinions published in social media became one of the crucial touch-points in the purchase cycle. Many analytical companies provide their customers with tools and models that allow them to evaluate their media campaigns in a single network. However, lack of marketing decision's sup...

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Bibliographic Details
Main Authors: Kot, Michal, Kaminski, Bogumil
Format: Conference Proceeding
Language:English
Subjects:
Algorithms
Computer simulation
Decisions
Digital media
Graphical representations
Marketing
Networks
Social networks
Online Access:Request full text
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Summary:People's opinions published in social media became one of the crucial touch-points in the purchase cycle. Many analytical companies provide their customers with tools and models that allow them to evaluate their media campaigns in a single network. However, lack of marketing decision's supporting models that reflect the reality of a set of overlapping networks is a barrier to evaluate complex social media campaign effectiveness properly. The purpose of this paper is to present an algorithm allowing to generate a graph representing two combined scale-free networks that may overlap one another in order to simulate real-life example of social media networks coexistence. Using this model we investigate an example scenario calibrated using Polish Facebook and Twitter data. Experiment presents impact of company decisions regarding brand's profile placement and awareness building marketing campaign intensity on reach, that marketing information in a form of post can achieve.
ISSN:1558-4305
DOI:10.1109/WSC.2015.7408558