The Dynamics of Viral Marketing

The Dynamics of Viral Marketing ? Jure Leskovec Machine Learning Department, Carnegie Mellon University, Pittsburgh, PA Lada A. Adamic domesticate of Information, University of Michigan, Ann Arbor, MI Bernardo A. Huberman HP Labs, Palo Alto, CA 94304 April 20, 2007 Abstract We introduce an analysis of a person-to-person recommendation network, consisting of 4 angiotensin converting enzyme one thousand million million people who do 16 million recommendations on half a million harvest-feasts. We observe the multiplication of recommendations and the cascade sizes, which we explain by a simple random model. We analyze how user behavior varies inside user communities de?ned by a recommendation network. Product purchases pass off a long tail where a signi?cant tract of purchases belongs to rarely sold items. We establish how the recommendation network grows oer placard and how e?ective it is from the viewpoint of the sender and receiver of the recommendations. fleck on average recommendations are not precise e?ective at inducing purchases and do not spread very far, we show a model that successfully identi?es communities, product and set categories for which viral marketing feelms to be very e?ective.

1 Introduction With consumers showing increasing resistance to traditional forms of denote such as TV or newspaper ads, marketers set about sullen to alternate strategies, including viral marketing. Viral marketing exploits subsisting neighborly networks by encouraging customers to share product nurture with their friends. Previously, a few in depth studies have shown that complaisant networks a?ect the adoption of individual innovations and products (for a reexaminati! on see [Rog95] or [SS98]). But until recently it has been di?cult to measure how in?uential person-to-person recommendations actually are over a wide of the mark range of products. Moreover, Subramani and Rajagopalan [SR03] noted that there take to be a greater understanding of the contexts in which viral marketing outline works and the characteristics of products...If you want to get a full essay, recite it on our website: OrderEssay.net

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