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Optimal marketing strategies over social networks

Jason D. Hartline, Vahab Mirrokni, Mukund Sundararajan

Open publisher page 382 citations

Abstract

We discuss the use of social networks in implementing viral marketing strategies. While influence maximization has been studied in this context (see Chapter 24 of [10]), we study revenue maximization, arguably, a more natural objective. In our model, a buyer's decision to buy an item is influenced by the set of other buyers that own the item and the price at which the item is offered.

About this research paper

What this paper is about

We discuss the use of social networks in implementing viral marketing strategies. While influence maximization has been studied in this context (see Chapter 24 of [10]), we study revenue maximization, arguably, a more natural objective. In our model, a buyer's decision to buy an item is influenced by the set of other buyers that own the item and the price at which the item is offered.

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OpenAlex reports 382 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

We discuss the use of social networks in implementing viral marketing strategies. While influence maximization has been studied in this context (see Chapter 24 of [10]), we study revenue maximization, arguably, a more natural objective. In our model, a buyer's decision to buy an item is influenced by the set of other buyers that own the item and the price at which the item is offered.

Key concepts: Viral marketing, Maximization, Context (archaeology), Computer science, Revenue, Set (abstract data type), Marketing, Social network (sociolinguistics)

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