TY - GEN
T1 - On bundle configuration for viral marketing in social networks
AU - Yang, De Nian
AU - Lee, Wang Chien
AU - Chia, Nai Hui
AU - Ye, Mao
AU - Hung, Hui Ju
PY - 2012
Y1 - 2012
N2 - Prior research on viral marketing mostly focuses on promoting one single product item. In this work, we explore the idea of bundling multiple items for viral marketing and formulate a new research problem, called Bundle Configuration for SpreAd Maximization (BCSAM). Efficiently obtaining an optimal product bundle under the setting of BCSAM is very challenging. Aiming to strike a balance between the quality of solution and the computational overhead, we systematically explore various heuristics to develop a suite of algorithms, including κ-Bundle Configuration and Aggregated Bundle Configuration. Moreover, we integrate all the proposed ideas into one efficient algorithm, called Aggregated Bundle Configuration (ABC). Finally, we conduct an extensive performance evaluation on our proposals. Experimental results show that ABC significantly outperforms its counterpart and two baseline approaches in terms of both computational overhead and bundle quality.
AB - Prior research on viral marketing mostly focuses on promoting one single product item. In this work, we explore the idea of bundling multiple items for viral marketing and formulate a new research problem, called Bundle Configuration for SpreAd Maximization (BCSAM). Efficiently obtaining an optimal product bundle under the setting of BCSAM is very challenging. Aiming to strike a balance between the quality of solution and the computational overhead, we systematically explore various heuristics to develop a suite of algorithms, including κ-Bundle Configuration and Aggregated Bundle Configuration. Moreover, we integrate all the proposed ideas into one efficient algorithm, called Aggregated Bundle Configuration (ABC). Finally, we conduct an extensive performance evaluation on our proposals. Experimental results show that ABC significantly outperforms its counterpart and two baseline approaches in terms of both computational overhead and bundle quality.
UR - http://www.scopus.com/inward/record.url?scp=84871096482&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84871096482&partnerID=8YFLogxK
U2 - 10.1145/2396761.2398608
DO - 10.1145/2396761.2398608
M3 - Conference contribution
AN - SCOPUS:84871096482
SN - 9781450311564
T3 - ACM International Conference Proceeding Series
SP - 2234
EP - 2238
BT - CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management
T2 - 21st ACM International Conference on Information and Knowledge Management, CIKM 2012
Y2 - 29 October 2012 through 2 November 2012
ER -