ISEL - Matemática Aplicada para a Indústria
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Browsing ISEL - Matemática Aplicada para a Indústria by Author "Coimbra, Beatriz Batista"
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- Influencers dynamics in viral marketing networksPublication . Coimbra, Beatriz Batista; Rocha, José Leonel Linhares da; Carvalho, Sónia Raquel FerreiraAbstract Nowadays, social media is the most used type of media for viewing content, which can be news, information or entertainment. As such, we are more exposed to information and influences from others. The influence that one person exerts on another is related to various factors, from the type of interest the person has in the subject, who the person transmitting the information is and what kind of relationship they have with them. There are people who are more influenceable than others, and people who are able to influence a greater number of people. People who have the ability to influence a large number of people are called influencers. Today, the term influencer is associated with a job in which influencers team up with brands or companies in order to get users to buy the products or services presented. The technique of choosing a group of influencers so that the chosen information reaches the greatest number of people is called Viral Marketing. In this paper we explore some of the existing methods that study the process of spreading information and influences. Firstly, we present the Influence Maximization problem, one of the models used to model it and how it is related to Viral Marketing. Next, we name two epidemiology models and relate the spread of diseases to the spread of information. The third chapter explores an information propagation model that takes into account the interest users have in the message that is being propagated. The next chapter focuses on identifying influencers on social networks, using two methods: EVC measure and Influence Maximization algorithms. Finally, the last chapter presents the conclusions of this work and the developments to be made for future works.