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A study of the spreading scheme for viral marketing based on a complex network model

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  • Yang, Jianmei
  • Yao, Canzhong
  • Ma, Weicheng
  • Chen, Guanrong

Abstract

Buzzword-based viral marketing, known also as digital word-of-mouth marketing, is a marketing mode attached to some carriers on the Internet, which can rapidly copy marketing information at a low cost. Viral marketing actually uses a pre-existing social network where, however, the scale of the pre-existing network is believed to be so large and so random, so that its theoretical analysis is intractable and unmanageable. There are very few reports in the literature on how to design a spreading scheme for viral marketing on real social networks according to the traditional marketing theory or the relatively new network marketing theory. Complex network theory provides a new model for the study of large-scale complex systems, using the latest developments of graph theory and computing techniques. From this perspective, the present paper extends the complex network theory and modeling into the research of general viral marketing and develops a specific spreading scheme for viral marking and an approach to design the scheme based on a real complex network on the QQ instant messaging system. This approach is shown to be rather universal and can be further extended to the design of various spreading schemes for viral marketing based on different instant messaging systems.

Suggested Citation

  • Yang, Jianmei & Yao, Canzhong & Ma, Weicheng & Chen, Guanrong, 2010. "A study of the spreading scheme for viral marketing based on a complex network model," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(4), pages 859-870.
    • Handle: RePEc:eee:phsmap:v:389:y:2010:i:4:p:859-870
    DOI: 10.1016/j.physa.2009.10.034
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    References listed on IDEAS

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    1. Yang, Jianmei & Wang, Wenjie & Chen, Guanrong, 2009. "A two-level complex network model and its application," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 388(12), pages 2435-2449.
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    10. Zhu, Zhiguo, 2013. "Discovering the influential users oriented to viral marketing based on online social networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(16), pages 3459-3469.
    11. Mira Rakic, Beba Rakic, 2015. "Viral Marketing," Ekonomika, Journal for Economic Theory and Practice and Social Issues 2014-04, „Ekonomika“ Society of Economists, Niš (Serbia).
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