On bundle configuration for viral marketing in social networks

De Nian Yang, Wang Chien Lee, Nai Hui Chia, Mao Ye, Hui Ju Hung

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

7 Scopus citations

Abstract

Prior research on viral marketing mostly focuses on promoting one single product item. In this work, we explore the idea of bundling multiple items for viral marketing and formulate a new research problem, called Bundle Configuration for SpreAd Maximization (BCSAM). Efficiently obtaining an optimal product bundle under the setting of BCSAM is very challenging. Aiming to strike a balance between the quality of solution and the computational overhead, we systematically explore various heuristics to develop a suite of algorithms, including κ-Bundle Configuration and Aggregated Bundle Configuration. Moreover, we integrate all the proposed ideas into one efficient algorithm, called Aggregated Bundle Configuration (ABC). Finally, we conduct an extensive performance evaluation on our proposals. Experimental results show that ABC significantly outperforms its counterpart and two baseline approaches in terms of both computational overhead and bundle quality.

Original languageEnglish (US)
Title of host publicationCIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management
Pages2234-2238
Number of pages5
DOIs
StatePublished - 2012
Event21st ACM International Conference on Information and Knowledge Management, CIKM 2012 - Maui, HI, United States
Duration: Oct 29 2012Nov 2 2012

Publication series

NameACM International Conference Proceeding Series

Other

Other21st ACM International Conference on Information and Knowledge Management, CIKM 2012
CountryUnited States
CityMaui, HI
Period10/29/1211/2/12

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications

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