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The Dynamics of Viral Marketing

Source: www.cs.cmu.edu
Topic: Viral Marketing

Sort Desciption: ral marketing. Viral marketing exploits existing social net- ... cate are natural candidates for viral marketing because the ...

Content Inside: The Dynamics of Viral Marketing Jure Leskovec Carnegie Mellon University Pittsburgh PA 15213 jure@cs.cmu.edu Lada A. Adamic University of Michigan Ann Arbor MI 48109 ladamic@umich.edu Bernardo A. Huberman HP Labs Palo Alto CA 94304 bernardo.huberman@hp.com ABSTRACT We present an analysis of a person-to-person recommenda- tion network consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cas- cade sizes which we explain by a simple stochastic model. We then establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on av- erage recommendations are not very effective at inducing purchases and do not spread very far we present a model that successfully identifies product and pricing categories for which viral marketing seems to be very effective. Categories and Subject Descriptors J.4 Social and Behavioral Sciences: Economics General Terms Economics Keywords E-commerce Recommender systems Viral marketing 1. INTRODUCTION With consumers showing increasing resistance to tradi- tional forms of advertising such as TV or newspaper ads marketers have turned to alternate strategies including vi- ral marketing. Viral marketing exploits existing social net- works by encouraging customers to share product informa- tion with their friends. Previously a few in depth stud- ies have shown that social networks affect the adoption of A longer version of this paper can be found at http://arxiv.org/abs/physics/0509039 This research was done while at HP Labs. Research likewise done while at HP Labs. Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. ...

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