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oktober 19, 2005
The Dynamics of Viral Marketing
Jurij Leskovec, Lada A. Adamic, Bernardo A. Huberman: The Dynamics of Viral Marketing (PDF, 39 sidor)
Abstract (min fetning)
We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observed the propagation of recommendations and the cascade sizes, which can be explained by a stochastic dynamic model. We then established how the recommendation network grows over time and how effective it is from the viewpoint of the senders and receivers of recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, there are product and pricing categories for which viral marketing seems to be very effective.
Saxat från texten (min fetning):
Our analysis focuses on the recommendation referral program run by a large retailer. The program rules were as follows. Each time a person purchases a book, music, or a movie he or she is given the option of sending emails recommending the item to friends. The first person to purchase the same item through a referral link in the email gets a 10% discount. When this happens the sender of the recommendation receives a 10% credit on their purchase.This study is novel in that we are able, for the first time, to directly observe the effectiveness of person to person word of mouth advertising for hundreds of thousands of products. We can see what kind of product is more likely to be purchased as a result of this type of recommendation, as well as describe the size of the cascade that results from an initial purchase and subsequent recommendations.
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Posted by hakank at oktober 19, 2005 08:50 EM Posted to Rekommendationssystem | Social Network Analysis/Complex Networks