Influence maximization on twitter

A mechanism for effective marketing campaign

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

7 Citations (Scopus)

Abstract

When Influence Maximization (IM) is applied to social network to maximise the network coverage, it becomes an effective mechanism for marketing applications. In this paper, we focus on a specific influence maximization problem, i.e., selecting a set of seeds on twitter to maximise information propagation, which can be used for information reaching out in marketing campaigns. The proposed approach is taking into the consideration of social ties, user interactions, and information propagation on Twitter. The influence probability is calculated according to users' action history including tweet, favourite, mention/reply, and retweet. An information diffusion model is proposed with the capability to simulate the dynamic process of information spread on Twitter. A concise heuristic algorithm is developed for influence maximization accordingly. Experimental results and analysis are provided based on a real Twitter network including 3,292 users in Darwin city in Australia.

Original languageEnglish
Title of host publication2017 IEEE International Conference on Communications (ICC)
EditorsDavid Gesbert, Merouane Debbah, Abdelhamid Mellouk
Place of PublicationPiscataway, NJ, USA
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Pages1-6
Number of pages6
ISBN (Electronic)9781467389990
ISBN (Print)9781467390002
DOIs
Publication statusPublished - 28 Jul 2017
Event2017 IEEE International Conference on Communications (ICC) - Paris, France
Duration: 21 May 201725 May 2017

Other

Other2017 IEEE International Conference on Communications (ICC)
CountryFrance
CityParis
Period21/05/1725/05/17

Keywords

  • influence maximization
  • information diffusion
  • marketing campaigns
  • social networks

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  • Cite this

    Mei, Y., Zhao, W., & Yang, J. (2017). Influence maximization on twitter: A mechanism for effective marketing campaign. In D. Gesbert, M. Debbah, & A. Mellouk (Eds.), 2017 IEEE International Conference on Communications (ICC) (pp. 1-6). [7996805] Piscataway, NJ, USA: Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/ICC.2017.7996805