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题名A novel scene of viral marketing for complementary products
作者
发表日期2019-08-01
发表期刊IEEE Transactions on Computational Social Systems
ISSN/eISSN2329-924X
卷号6期号:4页码:797-808
摘要

Viral marketing, the method of using a small set of users in social networks to propagate products through cascades, is a well-known and extreme research problem in recent years. Then, influence maximization (IM) is formulated, which aims to select the most influential seeds to maximize the expected total adoption eventually. IM expresses viral marketing perfectly. However, almost all prior work focused on cardinality constraint or considers only simple comparative products model. They neglected that composite complementary products (CCP) are widespread. In other words, when a customer adopts products A and B at the same time, it is possible for him to adopt product C. Therefore, we design a multi-layer network model under independent cascade (IC) model to adapt to multiple complementary products and define the seed selection problem for complementary products model [IM for complementary products (IMCP)] and CCP model (IMCCP) under knapsack constraint. Here, the seed for different products has a different cost. In this paper, we propose two efficient techniques to solve IMCP problem, called Greedy and general-TIM. The Greedy uses simple Greedy Hill-Climbing algorithm under knapsack constraint and obtain (1/2)(1-(1/e))-approximation, but the time complexity is hard to accept. The second algorithm, general-TIM, forms a weighted set cover problem by means of randomized sampling (close to Greedy in practice), which reduces the time-consuming significantly. For IMCCP problem, it is difficult to handle because no ready-made algorithms exist to optimize a function that is nonsubmodular and nonsupermodular. Then, we need to get help from sandwich method by finding an upper and lower bound. Finally, our algorithms are evaluated on several real data sets, which prove the correctness of our algorithms.

关键词Composite complementary products (CCP) influence maximization (IM) knapsack sandwich approximation social network viral marketing
DOI10.1109/TCSS.2019.2926112
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收录类别SCIE
语种英语English
WOS研究方向Computer Science
WOS类目Computer Science, Cybernetics ; Computer Science, Information Systems
WOS记录号WOS:000480350200016
Scopus入藏号2-s2.0-85069919238
引用统计
被引频次:25[WOS]   [WOS记录]     [WOS相关记录]
文献类型期刊论文
条目标识符https://repository.uic.edu.cn/handle/39GCC9TT/9166
专题个人在本单位外知识产出
通讯作者Guo, Jianxiong
作者单位
Department of Computer Science,Erik Jonsson School of Engineering and Computer Science,University of Texas at Dallas,Richardson,75080,United States
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GB/T 7714
Guo, Jianxiong,Wu, Weili. A novel scene of viral marketing for complementary products[J]. IEEE Transactions on Computational Social Systems, 2019, 6(4): 797-808.
APA Guo, Jianxiong, & Wu, Weili. (2019). A novel scene of viral marketing for complementary products. IEEE Transactions on Computational Social Systems, 6(4), 797-808.
MLA Guo, Jianxiong,et al."A novel scene of viral marketing for complementary products". IEEE Transactions on Computational Social Systems 6.4(2019): 797-808.
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