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Multi-criteria Approach to Planning of Information Spreading Processes Focused on Their Initialization with the Use of Sequential Seeding

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Information Technology for Management: Current Research and Future Directions (AITM 2019, ISM 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 380))

Abstract

Information spreading within social networks and techniques related to viral marketing has begun to attract more interest of online marketers. While much of the prior research focuses on increasing the coverage of the viral marketing campaign, in real-life applications also other campaign goals and limitations need to be considered, such as limited time or budget, or assumed dynamics of the process. This paper presents a multi-criteria approach to planning of information spreading processes, with focus on the campaign initialization with the use of sequential seeding. A framework and example set of criteria was proposed for evaluation of viral marketing campaign strategies. The initial results showed that an increase of the count of seeding iterations and the interval between them increases the achieved coverage at the cost of increased process duration, yet without the need to increase seeding fraction or to provide incentives for increased propagation probability.

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Acknowledgments

This work was supported by the National Science Centre, Poland, grant no. 2016/21/B/HS4/01562 (AK, JJ) and within the framework of the program of the Minister of Science and Higher Education under the name “Regional Excellence Initiative” in the years 2019–2022, project number 001/RID/2018/19, the amount of financing PLN 10,684,000.00 (JW).

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Authors and Affiliations

  1. Faculty of Computer Science and Information Technology, West Pomeranian University of Technology in Szczecin, Żołnierska 49, 71-210, Szczecin, Poland

    Artur Karczmarczyk & Jarosław Jankowski

  2. University of Szczecin, Mickewicza 64, 71-101, Szczecin, Poland

    Jarosław Wątróbski

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  1. Artur Karczmarczyk
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  2. Jarosław Wątróbski
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  3. Jarosław Jankowski
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Correspondence to Jarosław Wątróbski .

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  1. University of Economics in Katowice, Katowice, Poland

    Ewa Ziemba

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Karczmarczyk, A., Wątróbski, J., Jankowski, J. (2020). Multi-criteria Approach to Planning of Information Spreading Processes Focused on Their Initialization with the Use of Sequential Seeding. In: Ziemba, E. (eds) Information Technology for Management: Current Research and Future Directions. AITM ISM 2019 2019. Lecture Notes in Business Information Processing, vol 380. Springer, Cham. https://doi.org/10.1007/978-3-030-43353-6_7

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  • DOI: https://doi.org/10.1007/978-3-030-43353-6_7

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