The anatomy of a large-scale hypertextual Web search engine
WWW7 Proceedings of the seventh international conference on World Wide Web 7
Trawling the Web for emerging cyber-communities
WWW '99 Proceedings of the eighth international conference on World Wide Web
Authoritative sources in a hyperlinked environment
Proceedings of the ninth annual ACM-SIAM symposium on Discrete algorithms
On power-law relationships of the Internet topology
Proceedings of the conference on Applications, technologies, architectures, and protocols for computer communication
A random graph model for massive graphs
STOC '00 Proceedings of the thirty-second annual ACM symposium on Theory of computing
Proceedings of the 9th international World Wide Web conference on Computer networks : the international journal of computer and telecommunications netowrking
Knowledge management and data mining for marketing
Decision Support Systems - Knowledge management support of decision making
Business applications of data mining
Communications of the ACM - Evolving data mining into solutions for insights
Statistical mechanics of complex networks
Statistical mechanics of complex networks
A decision support system for direct mailing decisions
Decision Support Systems
The dynamics of viral marketing
ACM Transactions on the Web (TWEB)
A New Product Growth for Model Consumer Durables
Management Science
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
New Product Diffusion with Influentials and Imitators
Marketing Science
An endorser discovering mechanism for social advertising
Proceedings of the 11th International Conference on Electronic Commerce
Identifying bloggers with marketing influence in the blogosphere
Proceedings of the 11th International Conference on Electronic Commerce
Finding leaders from opinion networks
ISI'09 Proceedings of the 2009 IEEE international conference on Intelligence and security informatics
Impact of social neighborhood on diffusion of innovation S-curve
Decision Support Systems
Identifying influential reviewers for word-of-mouth marketing
Electronic Commerce Research and Applications
Managing information diffusion in Name-Your-Own-Price auctions
Decision Support Systems
Optimal sequence of free traffic offers in mixed fee-consumption pricing packages
Decision Support Systems
Blogs: spinning a web of virality
Proceedings of the 2011 iConference
Network sampling and classification: An investigation of network model representations
Decision Support Systems
MCBANTA'11 Proceedings of the 12th WSEAS international conference on Mathematics and computers in biology, business and acoustics
Face to face makes a difference: recommendation practices of users of mobile services
Proceedings of the 2nd international workshop on Research in the large
Optimal decision making for online referral marketing
Decision Support Systems
Valuation of online social networks taking into account users' interconnectedness
Information Systems and e-Business Management
Improving customer retention in financial services using kinship network information
Expert Systems with Applications: An International Journal
Discovering influencers for marketing in the blogosphere
Information Sciences: an International Journal
Spread of information in a social network using influential nodes
PAKDD'12 Proceedings of the 16th Pacific-Asia conference on Advances in Knowledge Discovery and Data Mining - Volume Part II
Decision Support Systems
That is your evidence?: Classifying stance in online political debate
Decision Support Systems
End-user recommendations of mobile services: from physical encounters to digital service sharing
Proceeding of the 16th International Academic MindTrek Conference
A diffusion mechanism for social advertising over microblogs
Decision Support Systems
Online social networks: A survey of a global phenomenon
Computer Networks: The International Journal of Computer and Telecommunications Networking
Assessing the ripple effects of online opinion leaders with trust and distrust metrics
Expert Systems with Applications: An International Journal
Online Social Advertising via Influential Endorsers
International Journal of Electronic Commerce
Recommending social network applications via social filtering mechanisms
Information Sciences: an International Journal
Compensatory seeding in networks with varying avaliability of nodes
Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining
Expert Systems with Applications: An International Journal
Networked individuals predict a community wide outcome from their local information
Decision Support Systems
The effects of network neutrality on the diffusion of new Internet application services
Telematics and Informatics
A social appraisal mechanism for online purchase decision support in the micro-blogosphere
Decision Support Systems
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Viral marketing refers to marketing techniques that use social networks to produce increases in brand awareness through self-replicating viral diffusion of messages, analogous to the spread of pathological and computer viruses. The idea has successfully been used by marketers to reach a large number of customers rapidly. If data about the customer network is available, centrality measures provide a structural measure that can be used in decision support systems to select influencers and spread viral marketing campaigns in a customer network. Usage stimulation and churn management are examples of DSS applications, where centrality of customers does play a role. The literature on network theory describes a large number of such centrality measures. A critical question is which of these measures is best to select an initial set of customers for a marketing campaign, in order to achieve a maximum dissemination of messages. In this paper, we present the results of computational experiments based on call data from a telecom company to compare different centrality measures for the diffusion of marketing messages. We found a significant lift when using central customers in message diffusion, but also found differences in the various centrality measures depending on the underlying network topology and diffusion process.