دانلود رایگان مقاله تحقیق در استراتژی های بازاریابی اجتماعی با یک مدل تبلیغ مبتنی بر عامل

Abstract

Considering the increasing complexity of social networks and user behaviors, it is very challenging for advertisers to formulate their strategies of selecting proper initial seed users in their social marketing efforts. In this paper, we tackle this challenge by proposing an agent-based propagation model and injecting it into typical social networks with three types of structures, i.e., Erdős-Rényi random graph, Watt-Strogatz small world graph, and Barabási-Albert scale-free graph. We instantiate this agent-based model with demographic characteristics extracted from real-world census data collected in China. By investigating the diffusion process of advertising information in these social networks, we can analyze and compare the performance of advertisers’ targeting and influencer strategies. Our experimental results indicate that advertisers adopting influencer strategies should manipulate the initial well-connected seeds to deliver information only to the potential customers instead of a wide range of generic users.

5. CONCLUSIONS

In this paper, we investigate the diffusion of advertising information and transfer of user states in social networks with an agent-based model. We run experiments in three typical social networks using real-world census data of China. Our research can provide reliable support for the advertisers to determine the initial seeds in social marketing. As decay rate is related not only to product but also to user characters (Stephen & Berger, 2009), we will introduce individual decay rate allowing for heterogeneity across agents in our future works. Besides, we plan to investigate more complex strategies, e.g. making direct advertising to users in stages.