Mining the network value of customers
Proceedings of the seventh ACM SIGKDD international conference on Knowledge discovery and data mining
Maximizing the spread of influence through a social network
Proceedings of the ninth ACM SIGKDD international conference on Knowledge discovery and data mining
On the submodularity of influence in social networks
Proceedings of the thirty-ninth annual ACM symposium on Theory of computing
Maximizing Non-Monotone Submodular Functions
FOCS '07 Proceedings of the 48th Annual IEEE Symposium on Foundations of Computer Science
Optimal marketing strategies over social networks
Proceedings of the 17th international conference on World Wide Web
Optimal iterative pricing over social networks
WINE'10 Proceedings of the 6th international conference on Internet and network economics
Optimal auctions with positive network externalities
Proceedings of the 12th ACM conference on Electronic commerce
Influential nodes in a diffusion model for social networks
ICALP'05 Proceedings of the 32nd international conference on Automata, Languages and Programming
A Tight Linear Time (1/2)-Approximation for Unconstrained Submodular Maximization
FOCS '12 Proceedings of the 2012 IEEE 53rd Annual Symposium on Foundations of Computer Science
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In this paper we discuss marketing strategies for goods that have positive network externalities, i.e., when a buyer's value for an item is positively influenced by others owning the item. We investigate revenue-optimal strategies of a specific form where the seller gives the item for free to a set of users, and then sets a fixed price for the rest. We present a $1\over 2$-approximation for this problem under assumptions about the form of the externality. To do so, we apply ideas from the influence maximization literature [13] and also use a recent result on non-negative submodular maximization as a black-box [3,7].