A Population Dynamics Approach to Viral Marketing

Pedro C. Souto; Luísa V. Silva; Diego Costa Pinto; Francisco C. Santos

doi:10.1007/978-3-030-36687-2_33

A Population Dynamics Approach to Viral Marketing

Pedro C. Souto, Luísa V. Silva, Diego Costa Pinto, Francisco C. Santos

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Abstract

The symbiosis of Social Media and viral campaigns has recently become ubiquitous. In many recent phenomena (e.g., the Cambridge Analytica scandal), rumours in viral marketing programs are present without being even noticed by consumers. Yet, the study of population dynamics and its complex patterns of interaction remains largely elusive. Here, we propose an agent-based Marketing referral model to study the impact on firms’ dissemination and profitability of biased behavior in a population of opportunistic individuals. We show that those agents only interested in collecting rewards without any brand recognition are responsible for most of Marketing campaign success and dissemination, for a large range of different cost structures, network characteristics, and number of invites. This effect is further amplified whenever the difference between the cost of using the service and the reward collected after bringing a new customer is higher.

Original language	English
Title of host publication	Complex Networks and Their Applications VIII
Subtitle of host publication	Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019
Editors	Hocine Cherifi, Sabrina Gaito, José Fernendo Mendes, Esteban Moro, Luis Mateus Rocha
Publisher	Springer
Pages	399-411
Number of pages	13
Volume	1
ISBN (Print)	9783030366865
DOIs	https://doi.org/10.1007/978-3-030-36687-2_33
Publication status	Published - 1 Jan 2020
Event	8th International Conference on Complex Networks and their Applications, COMPLEX NETWORKS 2019 - Lisbon, Portugal Duration: 10 Dec 2019 → 12 Dec 2019

Publication series

Name	Studies in Computational Intelligence
Volume	881 SCI
ISSN (Print)	1860-949X
ISSN (Electronic)	1860-9503

Conference

Conference	8th International Conference on Complex Networks and their Applications, COMPLEX NETWORKS 2019
Country/Territory	Portugal
City	Lisbon
Period	10/12/19 → 12/12/19

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

Keywords

Referral programs
Rumour and viral marketing
Social networks

Access to Document

10.1007/978-3-030-36687-2_33Licence: Unspecified

Population_Dynamics_Approach_Viral_Marketing_AAM_versionAccepted author manuscript, 763 KBLicence: CC BY-NC

Cite this

Souto, P. C., Silva, L. V., Pinto, D. C., & Santos, F. C. (2020). A Population Dynamics Approach to Viral Marketing. In H. Cherifi, S. Gaito, J. F. Mendes, E. Moro, & L. M. Rocha (Eds.), Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019 (Vol. 1, pp. 399-411). (Studies in Computational Intelligence; Vol. 881 SCI). Springer. https://doi.org/10.1007/978-3-030-36687-2_33

Souto, Pedro C. ; Silva, Luísa V. ; Pinto, Diego Costa et al. / A Population Dynamics Approach to Viral Marketing. Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019. editor / Hocine Cherifi ; Sabrina Gaito ; José Fernendo Mendes ; Esteban Moro ; Luis Mateus Rocha. Vol. 1 Springer, 2020. pp. 399-411 (Studies in Computational Intelligence).

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abstract = "The symbiosis of Social Media and viral campaigns has recently become ubiquitous. In many recent phenomena (e.g., the Cambridge Analytica scandal), rumours in viral marketing programs are present without being even noticed by consumers. Yet, the study of population dynamics and its complex patterns of interaction remains largely elusive. Here, we propose an agent-based Marketing referral model to study the impact on firms{\textquoteright} dissemination and profitability of biased behavior in a population of opportunistic individuals. We show that those agents only interested in collecting rewards without any brand recognition are responsible for most of Marketing campaign success and dissemination, for a large range of different cost structures, network characteristics, and number of invites. This effect is further amplified whenever the difference between the cost of using the service and the reward collected after bringing a new customer is higher.",

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author = "Souto, \{Pedro C.\} and Silva, \{Lu{\'i}sa V.\} and Pinto, \{Diego Costa\} and Santos, \{Francisco C.\}",

note = "Souto, P. C., Silva, L. V., Pinto, D. C., \& Santos, F. C. (2020). A Population Dynamics Approach to Viral Marketing. In H. Cherifi, S. Gaito, J. F. Mendes, E. Moro, \& L. M. Rocha (Eds.), Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019 (Vol. 1, pp. 399-411). (Studies in Computational Intelligence; Vol. 881 SCI). Springer. https://doi.org/10.1007/978-3-030-36687-2\_33; 8th International Conference on Complex Networks and their Applications, COMPLEX NETWORKS 2019 ; Conference date: 10-12-2019 Through 12-12-2019",

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doi = "10.1007/978-3-030-36687-2\_33",

language = "English",

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editor = "Hocine Cherifi and Sabrina Gaito and Mendes, \{Jos{\'e} Fernendo\} and Esteban Moro and Rocha, \{Luis Mateus\}",

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Souto, PC, Silva, LV , Pinto, DC & Santos, FC 2020, A Population Dynamics Approach to Viral Marketing. in H Cherifi, S Gaito, JF Mendes, E Moro & LM Rocha (eds), Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019. vol. 1, Studies in Computational Intelligence, vol. 881 SCI, Springer, pp. 399-411, 8th International Conference on Complex Networks and their Applications, COMPLEX NETWORKS 2019, Lisbon, Portugal, 10/12/19. https://doi.org/10.1007/978-3-030-36687-2_33

A Population Dynamics Approach to Viral Marketing. / Souto, Pedro C.; Silva, Luísa V.; Pinto, Diego Costa et al.
Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019. ed. / Hocine Cherifi; Sabrina Gaito; José Fernendo Mendes; Esteban Moro; Luis Mateus Rocha. Vol. 1 Springer, 2020. p. 399-411 (Studies in Computational Intelligence; Vol. 881 SCI).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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N2 - The symbiosis of Social Media and viral campaigns has recently become ubiquitous. In many recent phenomena (e.g., the Cambridge Analytica scandal), rumours in viral marketing programs are present without being even noticed by consumers. Yet, the study of population dynamics and its complex patterns of interaction remains largely elusive. Here, we propose an agent-based Marketing referral model to study the impact on firms’ dissemination and profitability of biased behavior in a population of opportunistic individuals. We show that those agents only interested in collecting rewards without any brand recognition are responsible for most of Marketing campaign success and dissemination, for a large range of different cost structures, network characteristics, and number of invites. This effect is further amplified whenever the difference between the cost of using the service and the reward collected after bringing a new customer is higher.

AB - The symbiosis of Social Media and viral campaigns has recently become ubiquitous. In many recent phenomena (e.g., the Cambridge Analytica scandal), rumours in viral marketing programs are present without being even noticed by consumers. Yet, the study of population dynamics and its complex patterns of interaction remains largely elusive. Here, we propose an agent-based Marketing referral model to study the impact on firms’ dissemination and profitability of biased behavior in a population of opportunistic individuals. We show that those agents only interested in collecting rewards without any brand recognition are responsible for most of Marketing campaign success and dissemination, for a large range of different cost structures, network characteristics, and number of invites. This effect is further amplified whenever the difference between the cost of using the service and the reward collected after bringing a new customer is higher.

KW - Referral programs

KW - Rumour and viral marketing

KW - Social networks

UR - https://www.scopus.com/pages/publications/85076714084

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U2 - 10.1007/978-3-030-36687-2_33

DO - 10.1007/978-3-030-36687-2_33

M3 - Conference contribution

AN - SCOPUS:85076714084

SN - 9783030366865

VL - 1

T3 - Studies in Computational Intelligence

SP - 399

EP - 411

BT - Complex Networks and Their Applications VIII

A2 - Cherifi, Hocine

A2 - Gaito, Sabrina

A2 - Mendes, José Fernendo

A2 - Moro, Esteban

A2 - Rocha, Luis Mateus

PB - Springer

T2 - 8th International Conference on Complex Networks and their Applications, COMPLEX NETWORKS 2019

Y2 - 10 December 2019 through 12 December 2019

ER -

Souto PC, Silva LV , Pinto DC, Santos FC. A Population Dynamics Approach to Viral Marketing. In Cherifi H, Gaito S, Mendes JF, Moro E, Rocha LM, editors, Complex Networks and Their Applications VIII : Proceedings of the 8th International Conference on Complex Networks and Their Applications, COMPLEX NETWORKS 2019. Vol. 1. Springer. 2020. p. 399-411. (Studies in Computational Intelligence). doi: 10.1007/978-3-030-36687-2_33