Evaluation of the Efficacy of the Combined Viral Marketing Method with the Network Clustering Method and Comparing the Results
Journal Title: Roshd-e-Fanavari - Year 2019, Vol 15, Issue 58
Abstract
In a Competitive Market, Understanding Customer Demand and Effective Advertising is one of the most Important Factors in Survival. Extend the Internet and virtual networks have provided a great opportunity for companies to advertise, and thus studying electronic marketing methods and models is of great importance. One of the newest marketing methods is viral marketing that is based on mouth-to-mouth advertising and has a lot of power. Viral marketing relies on the principle that on any social network, a number of users have high power and influence on others, and by identifying them and creating good advertising messages, They can be used to effectively marketing. Therefore, The identification of important users is considered the most important activity in viral marketing. In this regard, various studies have been conducted to identify users using a variety of graph-based and publish-based methods. In this research, the capabilities of both methods have been used and by Using a semi-localized centrality criterion based on graph-based methods and Markov clustering model based on propagation methods, a new hybrid model for user clustering and identification of key users presented. The results show higher correlation between the proposed method and the SIR standard and, therefore, its higher efficiency than other methods used in the research.
Authors and Affiliations
Fereidon Ohadi, Mehrnoush Mohammadi, Mohammad Jafar Tarokh
Keywords
Related Articles
- EP ID EP603102
- DOI 10.7508/jstpi.2019.02.008
- Views 74
- Downloads 0
Policies and Programs for Development of Science and Technology in Todays China
"There is a great and considerable distance between today's china and the past china. From the first of 1978 up to now, the promotion of economic reform, and sustainable open door policies, was the main movement of chang...
Apply for Patent Registration
"I ntellectual property and intangible asset issues are one of the main concerns of the business world, today. Intangible asset mostly originates from intelligent and research activities and is represented as trade secre...
Business Intelligence Systems and Transformational Leadership in SMEs
"iN order to survive in active and changing business environment, organizations should provide vital information for the managers by using new methods in a very short time. As Small and Medium Enterprises are the heart o...
Knowledge Management as a Model for Managing Knowledge-Based Firms in Science & Technology Park
"Success in organizations is based on knowledge management, both the physical and financial resources. The new realities of business world are knowledge-based companies and organizations applying creativity and innovatio...
Identifying Institutional and Environmental Determinants of University Technology Transfer in Biotechnology
"Technology transfer is one of the important and fundamental issues that can lead to technology promotion and moving toward sustainable development. Technology Transfer is a practical usage of academic researches, to tra...