社会化营销绩效最大化问题及其扩展研究综述

doi:10.11999/JEIT160517

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Abstract

Many enterprises try to promote their products in online social network since information propagation in this network have several advantages such as fast transmission speed, low marketing costs, and large influence area. However, it is a challenging task for enterprises to select suitable seed nodes to publish marketing information so that marketing information can influence or cover most users under a given cost and realize performance maximization. By means of literature search and review, this paper systematically summarizes information propagation models in social marketing, introduces algorithms for social marketing performance maximization problem with respect to network topology, user historical data, compete and non-compete condition. Finally, this paper concludes an exploration of future directions of this research filed.

Key words： Online social network Social marketing Performance maximization

Received: 23 May 2016 Published: 09 August 2016

PACS:	F270.3
	TP311

Fund:

The Major Program of the National Natural Science Foundation of China (71490725), The National 973 Program of China (2013CB329603), The National Natural Science Foundation of China (71371062, 91546114, 71302064, 71501057),The National Key Technology Support Program (2015BAH26F00)

Corresponding Authors: JIANG Yuanchun E-mail: ycjiang@hfut.edu.cn

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	LIU Yezheng
	LI Lingfei
	JIANG Yuanchun

Cite this article:

LIU Yezheng,LI Lingfei,JIANG Yuanchun. Review of Social Marketing Performance Maximization Problem and Its Extension[J]. JEIT, 2016, 38(9): 2130-2140.

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http://jeit.ie.ac.cn/EN/10.11999/JEIT160517 OR http://jeit.ie.ac.cn/EN/Y2016/V38/I9/2130

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