Active viral marketing: Incorporating continuous active seeding efforts into the diffusion model

作者：

Highlights：

• A new diffusion model, which better fits real-world marketing scenarios, is proposed.

• Diffusion in this model relies on continuous active seeding efforts of the marketer.

• A scheduled seeding approach, which utilizes the states of nodes, is suggested.

• The importance of such an approach for the spread of products is demonstrated.

摘要

•A new diffusion model, which better fits real-world marketing scenarios, is proposed.•Diffusion in this model relies on continuous active seeding efforts of the marketer.•A scheduled seeding approach, which utilizes the states of nodes, is suggested.•The importance of such an approach for the spread of products is demonstrated.

论文关键词：Influence maximization,Information diffusion,Viral marketing,Scheduled seeding

论文评审过程：Received 7 December 2017, Revised 21 March 2018, Accepted 11 April 2018, Available online 12 April 2018, Version of Record 21 April 2018.

论文官网地址：https://doi.org/10.1016/j.eswa.2018.04.016