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Evidential positive opinion influence measures for viral marketing

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Abstract

The viral marketing is a relatively new form of marketing that exploits social networks to promote a brand, a product, etc. The idea behind it is to find a set of influencers on the network that can trigger a large cascade of propagation and adoptions. In this paper, we will introduce an evidential opinion-based influence maximization model for viral marketing. Besides, our approach tackles three opinion-based scenarios for viral marketing in the real world. The first scenario concerns influencers who have a positive opinion about the product. The second scenario deals with influencers who have a positive opinion about the product and produces effects on users who also have a positive opinion. The third scenario involves influence users who have a positive opinion about the product and produce effects on the negative opinion of other users concerning the product in question. Next, we proposed six influence measures, two for each scenario. We also use an influence maximization model that the set of detected influencers for each scenario. Finally, we show the performance of the proposed model with each influence measure through some experiments conducted on a generated dataset and a real-world dataset collected from Twitter.

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Notes

  1. Twitter allows access to the public content through Twitter API.

  2. Facebook allows access to pages and groups content. Besides, it is possible to collect the user’s data, but the user’s permission is needed.

  3. GooglePlus allows access to its data through an API.

  4. http://nlp.stanford.edu/software/tagger.shtml.

  5. https://gate.ac.uk/wiki/twitter-postagger.html.

  6. http://twitter4j.org/en/index.html.

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Authors and Affiliations

  1. LARODEC, ISG Tunis, University of Tunis, Avenue de la Liberté, Cité Bouchoucha, 2000, Le Bardo, Tunisia

    Siwar Jendoubi

  2. DRUID, Univ Rennes, CNRA, IRISA, Rue E. Branly, 22300, Lannion, France

    Arnaud Martin

Authors
  1. Siwar Jendoubi
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  2. Arnaud Martin
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Correspondence to Siwar Jendoubi.

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Jendoubi, S., Martin, A. Evidential positive opinion influence measures for viral marketing. Knowl Inf Syst 62, 1037–1062 (2020). https://doi.org/10.1007/s10115-019-01375-w

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